Horizon Media now has a full-service creative agency, with the launch of One Horizon.
One of America’s largest media agencies and the world’s largest independent agency revealed advertising agency Horizon One on Tuesday, with veteran creative Roberto Alcazar at the helm.
The new agency, which will be part of Horizon Media, completes its offering by integrating technology, data and creativity under one roof. Building on 35% annual growth in content services across the Horizon business, One Horizon gives the agency a competitive edge to land new business and expand with existing clients.
“The launch of One Horizon reflects our commitment to delivering business outcomes that are not only intelligent and data-driven, but also deeply creative,” Bill Koenigsberg, CEO and founder of Horizon Media, said in a statement. “Expanding our content capabilities into a comprehensive solution…allows us to drive growth, combining the power of technology and content.” »
A complete service offering
Horizon Media’s journey into creative services began in 2019 with the launch of 305 Worldwidea multicultural agency in partnership with pop icon and entrepreneur Armando Christian Pérez, aka Pitbull.
Alcazar, who is executive vice president and managing partner of 305 and One Horizon, will oversee both agencies.
He said One Horizon is a work in progress, but is necessary for Horizon’s growth. “We need to make sure we’re getting the most out of all our disciplines, breaking down silos and creating models that fit all needs,” Alcazar told ADWEEK.
In addition to 305 Worldwide and Horizon’s media buying division, One Horizon will work with the agency’s specialist divisions including HS&E (sports and experiences), First hit (digital experiences), Blue Hour Studios (influencer marketing), Night Market (commerce agency) and Green Thread (B2B) to offer multidisciplinary solutions to clients.
“From the beginning, we knew our secret sauce was our ability to leverage all the data and analytics a media outlet could harness. [agency] product, but to use it early in the process,” Alcaraz said.
A funnel for organic growth
One Horizon features are available to Horizon customers on demand. “It’s become a pathway to our success, when they say, ‘give me more,’” Alcaraz said.
GoGo squeeZ, for example, started by working with 305 Worldwide and has now expanded to operate Horizon One. Mark Anthony Edmonson, chief marketing officer of Materne North America, which markets GoGo squeeZ, said the agency helped reposition the way the brand goes to market and thus expanded its audience beyond the snack category for children.
“Bringing media and creatives together in the same room with the same intentions has really helped deliver fast, agile work to the company,” he told ADWEEK.
Alcazar said One Horizon, which has about 30 employees, will continue to evolve to meet customer needs as demand increases for more dynamic, data-driven content solutions.
“Our partnership with GoGo squeeZ illustrates how we are enriching our offering, combining creativity and media expertise to deliver highly relevant brand experiences,” said Alcazar.
