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Michaels Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Michaels Stores Inc. is one of the largest supplier of specialty craft supplies. The company operates about 980 Michael's stores in more then 49 states and Canada, and 164 Aaron Brother stores, and sells a range of scrapbook supplies, home decor items, frames, art supplies and more.

Main Telephone (972) 409-1300
Main Fax (972) 409-1556
Primary Address
8000 Bent Branch Drive
Irving, TX 75063

Michaels Stores, Inc. Contacts

Contacts (5/15)
Name Title State
Chuck R. Chairman & Chief Executive Officer TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (972) 409-1300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 8000 Bent Branch Drive
Irving, TX

Scott L. Chief Information Officer & Senior Vice President TX
Philo P. President, Michaels Stores Procurement Company TX
Stephen C. Executive Vice President, Marketing TX
Carrie W. Senior Vice President, Marketing TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Aaron Brothers *
Michaels Stores, Inc. ********

Agency Relationships

Brand Agency Service From To
******** ******, ***. *** ******** *****, ***. public relations 2007 present
******** ******, ***. ********* *********** AOR - creative, social, digital media buying & planning 2014 present

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Female Media Opps: Michaels launching new, 'aggressive' integrated campaign for Q4 (Score 46)

Subject: digital, print, radio, event, in-store, sponsorship

Company: Michaels Arts & Craft Stores

Opportunity: During the Q2 earnings call, Michaels CEO Carl Rubin said the company sees an opportunity to leverage its financial success to invest in further expanding its market share. As such, Michaels will launch a new company-wide integrated marketing as its moves into Q4. The campaign, said Rubin, will have both a brand-building focus and "compelling, aggressive" promotions. Specifically, Rubin said the campaign would tap into the growing DIY trend and personalization, in order to show Michaels in a "more contemporary" light.  While he didn't divulge too many other details, he did say Michaels plans to support the campaign "aggressively" across all of its media vehicles. 

These media vehicles include TV, digital, print, in-store, email, radio and social media, so female-focused sellers should be reaching out for possible revenue now. Sellers should keep in mind that Michaels Q1 2016 was $6.2 million - up from $2.4 million for Q1 2015. This could indicate an upward trend for the entire year, so there should be plenty of dollars on the table.  Read more about WinmoEdge's take on Michaels increase in CRM, targeted marketing and loyalty programs here

Because of the event nature of a business such as Michaels, keep in mind that spend tends to go up seasonally - BTS, Halloween, Christmas, fall, etc. 

Michaels named Omnicom's here).

Additional Information

Media Spend: According to Kantar Media, Michaels spent $24.4 million on measured media in 2015. Traditionally, most of Michaels' spend is allocated to print and radio ads, but email, digital and TV are beginning to comprise a larger portion of yearly spend.

CFO Charles Sonsteby mentioned that because of the above mentioned marketing investments, Michaels anticipates that advertising expenses for full 2016 will be up from 2015.

National TV Spend: According to iSpot, Michaels has spent $5.5 million to air four national TV spots in 2016. Most of this was spent on an Easter ad, which aired in March. See chart above for 2016 show targeting.  In the Q1 earnings call in May, Rubin mentioned that Michaels would be “more aggressive” in the BTS realm this fall, and as of August 29, not new TV ads have run, so there could be last-minute dollars available here. 

Michaels ran its first national TV ads last year, beginning in November. Michaels spent $4.3 million to air four holiday spots through the end of 2015. Spots were aired during “Today,” “The Amazing race,” “Hawaii Five-0,” “Keeping Up With the Kardashians” and “Code Black.”

Digital Breakdown: Pathmatics reports that Michaels has spent $32,000 on 77 desktop ads so far this year (9.2 million impressions). See chartright  to see how Michaels is buying impressions this year  (Ad Networks include Google AdX and Quantcast, while DSPs utilized include DoubleClick and TellApart Ad Sercving).

Top desktop ad destinations for Michaels include,, and

For 2016, Michaels has spent just under $10,000 on mobile and video ads combined (skewed heavily to video). 

Mergers & Acquisitions: Michaels, which no longer sells fabrics in-store, recently acquired the intellectual property of Hancock Fabrics, including trademarks, customer lists and domain names, which Rubin said would provide the company the opportunity to leverage Hancock's "well-respected brand." 

Earlier this year, Michaels bought Ohio-based Lamrite West, which operates Darice (a wholesale company) and Pat Catan (a regional arts and crafts supplier in the Ohio area). Rubin said that B2B is an important opportunity for Michaels, so sellers of this ilk should look here for possible revenue. 

Competitors: Hobby Lobby and Jo-Ann's are Michaels largest direct competitors, as well as smaller AC Moore and an almost endless number of online craft retailers. 

Michael's Arts & Crafts Store 
8000 Bent Branch Dr.
Irving, TX 75063
(972) 409-1300

Steve Carlotti 
Executive Vice President, Marketing
(972) 409-1300