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
|Vinnie O.||Chief Operating & Financial Officer||NY|
|Cliff C.||Senior Vice President & Chief Information Officer||NY|
|Stephen H.||Chief Marketing Officer||NY|
|Richard S.||Dean - Learning||NY|
|*&* ********||media buying & planning||1992||present||*******|
|*** ******** ********, ***.||Media Buying, Media Planning||2018||present||********|
|**** *************||Media Buying, Media Planning||unknown||present||*******|
|*****.***||Media Buying, Media Planning||unknown||present||******|
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Q4-Q1 Female Opps: Weight Watchers continues digital shift as recruitment numbers rise
new CEO Mindy Grossman, who joined WW in July, said during the Q2 earnings call that she has "immersed" herself in every part of the business. CFO Nicholas Hotchkin also mentioned that fiscal 2017 marketing expenses up to around $205 million, due mostly to additional investments in digital marketing. Overall, spend is down from a few years ago (when it was closer to $300 million), but WW is still a heavy spender. So, look for more digital dollars in the back half of the year. The focus moving forward, per Grossman, is on "great marketing and great content," as well as efficient and targeted marketing in the digital space, for a custom audience.
Hotchkin said that Q2 global member recruitment was up "in the double-digits YOY, led by strong performance online." This lift can largely be tied to marketing efforts, said execs, especially those touting the involvement of board member and investor Oprah Winfrey.
Keep in mind that WW has been turning from pure weight-loss positioning to one that encompasses a larger well-being message. WW's has been combating it's perception as an "outdated" company over the last two years, and execs say the tide is indeed turning. In the past few years, the number of competitors in the space has grown as more diet apps and fitness trackers have begun to flood the market. Therefore, sellers and agency readers who can lift WW over these new competitors (many of which offer free options) should be reaching out now.
Sellers - continue looking for TV, digital DR and social dollars, particularly those that are female-focused (unlike competitor Nutrisystem, WW seems singularly-focused on the female market). While site membership is indeed on the rise, this comes after a few consecutive quarters of struggles, so WW is likely open to strategies that will appeal to its customer base and convince them to join (or rejoin) the program. Focus on Q1 dollars, as 40% of WW's annual member recruitment "and a disproportionate amount of annual marketing expense" occur in Q1, the start of weight loss season (Jan-July).
Agencies - WW dropped W+K as creative AOR in late February 2015 and was reportedly looking for a replacement (research Horizon.
Media Spend: See the chart for a quarterly breakdown of WW's national TV spend (courtesy of Pathmatics). Note that while Q1 TV spend has increased slightly over the last three years, spend for the remainder of the year has been decreasing (it's still higher than most brands, though).
Sellers should also know that Q4 2016 TV spend was weighted to early October and late December, so there could still be time to secure last-minute 2017 dollars ahead of Q1 2018's marketing push.
Top targeted shows in 2017 include: "Star," "The Bachelor," "Bones," "Today" and "The Mick," so continue looking for female-skewed targeting from WW in 2018.
Digital spend, however, has decreased since 2015. Note that, as with TV, spend in this channel is weighted to Q1.
Weight Watchers International, Inc.
11 Madison Ave.
New York, NY 10010
Chief Marketing Officer
Vice President, Digital Marketing