Dick’s Sporting Goods has chosen Anomaly as its new agency, after a two-month review. Dick’s previously used an in-house creative team and outside production companies. The move follows the appointment of Lauren Hobart, a 14-year vet of PepsiCo, to the top marketing job a year ago. Anomaly is already working on a branding effort that will launch this spring and go through all of 2012.
The company spends some $60 million annually on measured media, according to Kantar Media. Dick’s has 525 stores in 42 states and employs 25,000 people.