Horizon Media, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(212) 220-5000|
|Main Fax||(212) 916-8685|
Horizon Media, Inc. Contacts
|Bill K.||Founder, President & Chief Executive Officer||NY|
Sample of Associated Brands
|Stephen H.||Chief Marketing Officer||NY|
|Eric B.||Chief - WHERE||NY|
|Eileen B.||Chief Talent Officer & Executive Vice President||NY|
|Richard S.||Dean, Learning||NY|
|*&* ********||media buying & planning||1992||present||*******|
|**** *************||Media Buying, Media Planning||unknown||present||******|
|*****.***||Media Buying, Media Planning||unknown||present||******|
|**** ****||Media Buying, Media Planning||unknown||present||*|
|*********||Media Buying, Media Planning||2016||present||*|
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Campaign Imminent: Petco taps media AOR to assist with millennial engagement, digital shift
Update: Okay, I was wrong. Edelman.
We still don't have news on a new campaign, but since the agencies began work immediately, make sure you're reaching out to stay top-of-mind. Petco typically spends the most during Q2 and Q4. It targets pet owners, which are primarily millennials.
Petco recently announced it would cut 289 personnel and close its Drs. Foster and Smith business as part of its shift to keep up with the needs of modern pet owners. In order to target millennials, it has drastically reduced spend and pulled out of offline channels to focus on digital, CRM, e-Commerce and social media. Please view recent spend below.
Note that Petco recently brought on two marketing VPs - Miguel Adao (January) and Francesca Mahoney (December) - both of whom have extensive omni-channel experience.
Agency & martech readers -- now work should be all tied up. Prospect elsewhere.
Below was originally published 12/21/18:
After hiring CEO Ron Coughlin and CMO Tariq Hassan (more heaviest spending pet-owning demographic .
In order to assist with the strategy, Petco scooped up press release notes Anomaly will help the brand meet the evolving demands of consumers, help it with its brand transformation and help it with its digital-first omni-channel consumer engagement strategies. Petco did not have a formal AOR prior to this.
We are unsure when a new campaign from the agency will launch, but since it began work immediately, make sure you're reaching out to stay top-of-mind. Petco typically spends the most during Q2 and Q4. It targets pet owners, especially, as noted, millennial ones.
Petco has also been increasing millennial engagement with a number of new initiatives:
- It put a higher focus on e-Commerce and hired director of marketing & e-Commerce Kailin Weatherspoon in October.
- It launched PetCoach, a monthly subscription service that connects pet owners to vets for in-store services, so it could better engage customers and get data on what pet parents want from a retailer.
- It tapped Yantrik for a "buy online, pick up in-store" option.
- It announced it would remove all pet food containing artificial ingredients by May 2019 (millennials love healthy alternatives).
Keep in mind, however, that these millennial-focused efforts have not resulted in spend increases. Overall spend has significantly dropped as Petco pulls out of TV to focus more heavily on digital and social media. Targeted marketing efforts have also gone down since Petco lost director of CRM and people based marketing, Kelli Berkowitz, in October.
Adbeat reports digital display spend over the last 12 months totaled $1.3M and was placed primarily via Google (85%) onto sites like imgur.com, rumble.com, littlethings.com, knowyourmeme.com and brainjet.com. Ads over the last 24 months totaled $2.2M and were placed via Google (55%), direct buy (23%) and YouTube (5%) onto sites like womensforum.com, youtube.com, imgur.com, rumble.com and littlethings.com.
Petco also runs through out-of-home, print and radio, according to Kantar, and out-of-home and radio have seen increases this year. Print, on the other hand, saw drastic decreases.
Agency & martech readers -- reviews typically follow one another, but Petco only Edelman. Thus, it would be in your best interest to prospect elsewhere.