Hawke Media lands AOR role for Jacuzzi Group brands

Hawke Media has been named agency of record for Jacuzzi Group’s wellness portfolio, deepening a relationship that has spanned more than a decade. The move is designed to support dealer growth, performance marketing and brand strategy across Jacuzzi, Sundance, Dream Maker and Hydropool brands.

Why it matters: - The appointment gives Jacuzzi Group a single agency partner for brand strategy, performance marketing, creative, dealer support and retail experiences. - Hawke Media’s exclusive focus in the hot tub category is meant to reduce channel conflicts and protect authorized dealers. - The partnership is aimed at helping Jacuzzi Group push the next phase of growth across its wellness brands and dealer network.

What happened: - Hawke Media announced it was named agency of record for Jacuzzi Group’s portfolio, including Jacuzzi Hot Tubs, Sundance Spas, Dream Maker Spas and Hydropool Hot Tubs and Swim Spas. - The appointment was announced July 22, 2026, in Santa Monica, California. - The new role formalizes a relationship that has lasted more than a decade. - Hawke Media said it earned the account in May 2026.

The details: - Scott Johnson, now senior managing director at Hawke Media, previously founded Normal Bear Media and worked with Jacuzzi Group at both the corporate level and across its dealer network. - Johnson’s team at Normal Bear Media supported North American dealers with digital marketing, website design and development, retail visual displays, traditional advertising, showroom design, event execution and customer acquisition strategies. - Hawke Media acquired Normal Bear Media in June 2024. - The acquisition added Hawke Media’s national infrastructure, performance marketing capabilities and full-service resources to Johnson’s category expertise and relationships. - Hawke Media said the partnership is an example of its acquisition strategy, where founder-led agencies keep their specialization while using the broader Hawke ecosystem. - Jacuzzi Group said the relationship with Hawke Media will help create a more cohesive, integrated approach across the Jacuzzi brand. - The AOR work will support brand strategy, performance marketing, creative development, dealer support programs, customer acquisition, retail experiences and emerging technologies. - Hawke Media said it will work solely with Jacuzzi Group brands and their authorized dealer network within the hot tub category. - Jacuzzi Group’s portfolio includes Jacuzzi, Sundance Spas, Dream Maker Spas and Hydropool. - The company describes Jacuzzi as a global leader in wellness products and an original innovator in hydrotherapy. - Jacuzzi brands include SmartTub, which lets owners monitor and control spas through a mobile app, True Water technology for water care and maintenance, and integrated infrared therapy systems.

Between the lines: - The deal shows how agency acquisitions can be used to combine niche expertise with larger-scale marketing resources. - The exclusive category arrangement suggests Jacuzzi Group values channel discipline as much as marketing reach. - The focus on dealer support signals that Jacuzzi Group’s growth strategy still depends heavily on its retail network, not just corporate branding.

What's next: - Hawke Media is expected to continue supporting Jacuzzi Group across brand and dealer-facing campaigns. - The companies will likely lean on the new structure to align corporate marketing with local dealer execution. - The partnership may also expand into new consumer engagement tools and technology-driven retail experiences.

The bottom line: - Jacuzzi Group is betting that deeper agency alignment and category specialization will help sharpen growth across one of the wellness industry’s best-known brand portfolios.

More information