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Horizon Media now has a full-service creative agency, with the launch of One Horizon.
One of the largest U.S. media agencies and the largest independent agency globally on Tuesday revealed advertising agency Horizon One, with veteran creative Roberto Alcazar at the helm.
The new agency, which will operate as part of Horizon Media, rounds out its offering by integrating technology, data, and creativity under one roof. Building on year-over-year growth of 35% across content services within the Horizon enterprise, One Horizon gives the agency a competitive advantage 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 profoundly creative,” said Bill Koenigsberg, CEO and founder of Horizon Media, in a statement. “Expanding our content capabilities into a full-service solution…empowers us to drive growth, combining the power of technology and content.”
A full-service offering
Horizon Media’s venture into creative services began back in 2019 with the launch of 305 Worldwide, a multicultural agency in partnership with pop icon and entrepreneur Armando Christian Pérez, aka Pitbull.
Alcazar, who serves as evp and managing partner of 305 and One Horizon, will oversee both agencies.
He said that One Horizon has been a work in progress, but one that is necessary for Horizon to grow. “We need to make sure that we take the best of all our disciplines, bring the silos down, and create models that adapt to whatever is needed,” Alcazar told ADWEEK.
In addition to 305 Worldwide and Horizon’s media buying division, One Horizon will work with the agency’s specialty divisions—including HS&E (sports and experiences), First Tube (digital experiences), Blue Hour Studios (influencer marketing), Night Market (commerce agency) and Green Thread (B2B)—to offer multidisciplinary solutions for clients.
“Early on, we knew our secret sauce was our ability to take advantage of all the data and analytics that a media [agency] produces, but to use it at the beginning of the process,” said Alcaraz.
A funnel for organic growth
One Horizon’s capabilities are available to Horizon clients upon request. “That’s become a path to our success, when they say, ‘give me more,’” said Alcaraz.
GoGo squeeZ, for instance, started by working with 305 Worldwide and has now expanded to tap into Horizon One. Mark Anthony Edmonson, chief marketing officer of Materne North America, which markets GoGo squeeZ, said the agency has helped reposition how the brand goes to market and extended its audience beyond the kid snacking category as a result.