Hawke Media Wins Agency of Record Role for Jacuzzi Group
Hawke Media, the Santa Monica marketing firm that describes itself as an "Outsourced CMO," has been named agency of record for Jacuzzi Group, taking over marketing across the wellness manufacturer's portfolio of hot tub and spa brands as the company pushes for growth.
The appointment, announced July 22, covers Jacuzzi Hot Tubs, Sundance Spas, Dream Maker Spas and Hydropool Hot Tubs and Swim Spas, according to a statement distributed through EIN Presswire. Under an agency-of-record arrangement, one firm handles the bulk of a client's marketing work rather than splitting projects among several vendors.
The deal is less a fresh start than a formalization of a working relationship that goes back more than ten years. Scott Johnson, now a senior managing director at Hawke Media, had worked with Jacuzzi Group through Normal Bear Media, an agency Hawke acquired in June 2024. That earlier work centered on supporting Jacuzzi dealers across North America with digital marketing, website design, retail displays and customer acquisition.
"This appointment is the result of years of collaboration, trust, and a shared vision for the future," Johnson said in the statement.
As agency of record, Hawke will handle brand strategy, performance marketing, creative development, dealer support programs, customer acquisition, retail experiences and newer technologies, the company said. Hawke also said it would work only with Jacuzzi Group brands and their authorized dealers within the hot tub category, a step meant to avoid conflicts of interest that can arise when an agency serves competing accounts in the same market.
Destini Protich, senior director of marketing at Jacuzzi Group, said the expanded arrangement lets the company "build on an already strong foundation."
Jacuzzi Group traces its history back roughly 70 years and sells products in more than 100 countries, with manufacturing in Brazil, Canada, Italy, Mexico and the United States, according to the company's website. Beyond hot tubs, its lineup includes swim spas, infrared saunas and air-bubble bath systems. The wider hot tub and spa business has drawn steady consumer interest since the pandemic pushed spending toward home wellness, and Jacuzzi markets its products largely on hydrotherapy claims tied to stress relief and exercise recovery.
For Hawke Media, the account adds a recognized consumer name to a client list the agency says spans more than 6,000 brands over its 12 years in business. Founded in 2012 by Erik Huberman, the firm has worked with companies including Red Bull, Crocs and Funko, and operates offices in Los Angeles, New York and Chicago. It offers more than 20 marketing services, from paid search and social advertising to search optimization, media buying and connected TV.
Neither company disclosed financial terms of the engagement or the length of the contract.
The Jacuzzi assignment fits a pattern for agencies that have grown through acquisition, then converted inherited relationships into larger, longer-running mandates. In this case, Hawke's 2024 purchase of Normal Bear Media brought both Johnson and the Jacuzzi relationship in house, and the agency-of-record designation gives the firm a broader remit across a multi-brand portfolio rather than a series of one-off projects.
About Hawke Media: Founded in 2012 and based in Santa Monica, California, Hawke Media is a full-service marketing agency that works as an outsourced marketing department for its clients. The firm says it has served more than 6,000 brands, including Red Bull, Crocs and Funko.
Frequently Asked Questions
What did Hawke Media and Jacuzzi Group announce?
Hawke Media was named agency of record for Jacuzzi Group, meaning it will lead marketing across the company's hot tub and spa brands, including Jacuzzi Hot Tubs, Sundance Spas, Dream Maker Spas and Hydropool. The appointment was announced July 22, 2026.
What does the engagement cover?
The agency-of-record role includes brand strategy, performance marketing, creative development, dealer support programs, customer acquisition, retail experiences and emerging technologies. Hawke said it will work only with Jacuzzi Group brands within the hot tub category to avoid conflicts of interest.
Do the two companies have a prior relationship?
Yes. The two sides had worked together for more than a decade through Normal Bear Media, an agency Hawke Media acquired in June 2024. Scott Johnson, who led that earlier work, is now a senior managing director at Hawke Media.
What is Hawke Media?
Hawke Media is a Santa Monica, California, marketing agency founded in 2012 by Erik Huberman. It positions itself as an outsourced marketing department and says it has served more than 6,000 brands, including Red Bull, Crocs and Funko.