Hawke Media wins AOR role for Jacuzzi Group brands

Hawke Media has been named agency of record for Jacuzzi Group’s wellness brands, extending a relationship that has grown for more than a decade. The move is meant to strengthen dealer support, unify marketing across the Jacuzzi portfolio and help drive the next phase of growth.

Why it matters: - The appointment gives Jacuzzi Group a single agency partner across brand strategy, performance marketing, creative and dealer support. - The move is designed to strengthen the company’s authorized dealer network while reducing conflicts that can come from agencies representing competing brands in the same category. - The partnership also signals how Hawke Media is using acquisitions to scale specialized expertise into broader national services.

What happened: - Hawke Media announced it has been 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 agency relationship was formalized in May 2026, following Hawke Media’s acquisition of Normal Bear Media in June 2024. - Scott Johnson, now senior managing director at Hawke Media, had worked with Jacuzzi Group for more than a decade before the AOR appointment.

The details: - Johnson and his team at Normal Bear Media supported dealers across North America with digital marketing, website design and development, retail visual displays, traditional advertising, showroom design, event execution and customer acquisition strategies. - Hawke Media says its national infrastructure, performance marketing capabilities and full-service resources expanded the earlier Normal Bear Media relationship. - The company’s focus in the hot tub category is exclusive to Jacuzzi Group brands and their authorized dealer network. - Jacuzzi Group says the deeper partnership will help connect corporate marketing efforts with dealer support. - The work will cover ongoing initiatives in brand strategy, performance marketing, creative development, dealer support programs, customer acquisition, retail experiences and emerging technologies. - Jacuzzi® remains a key brand in hydrotherapy and outdoor living, with products and features including SmartTub®, True Water™ and integrated infrared therapy systems. - Hawke Media was founded in 2012 by Erik Huberman and says it has helped more than 6,000 brands grow. - Hawke Media’s client list includes Red Bull, Funko, Barstool Sports, K-Swiss and Crocs. - Jacuzzi Group’s portfolio also includes an extensive network of authorized dealers worldwide.

Between the lines: - The AOR win reflects a broader push to pair category specialization with agency scale. - Hawke Media is positioning the Jacuzzi Group account as an example of its acquisition strategy, where founder-led agencies keep niche expertise while gaining access to larger resources. - For Jacuzzi Group, the setup appears aimed at giving dealers more consistent marketing support while tightening coordination with the corporate brand.

What's next: - Hawke Media will support Jacuzzi Group across marketing and dealer-facing initiatives as the company pushes into its next growth phase. - The partnership is likely to center on improving consumer engagement and aligning retail execution with corporate brand strategy. - Additional rollout details were not disclosed.