Horizon Media has been awarded U.S. media duties for global Web hosting company 1&1, a unit of United Internet AG.
The client spends an estimated $35 to $40 million a year on ads in the U.S., according to Kantar. Spending is primarily in the direct-response sector. Expenditures are likely to rise as the client has expansion plans in the U.S., which the agency indicated is “potentially its largest global market.”
“Horizon provided a clear strategic vision for our brand and demonstrated they could leverage data to drive business results for” the company, stated Rudiger Kluth, managing director at 1&1.
It was not immediately clear which other agencies participated in the review process.
“1&1 has a compelling offering, and we look forward to bringing the full power of Horizon’s direct marketing resources to help them cut through, engage and drive demand in a very crowded space,” stated Gene Turner, senior vice president, managing director at Horizon’s Direct Marketing Division.
The client competes in a Web hosting market that includes Yahoo, GoDaddy and HostGator.
1&1 is one of several United Internet Web hosting companies that provide service in Western Europe, the U.S. and Canada, with plans to expand to additional countries. The parent company currently claims approximately 42 million customer accounts. In 2011 it reported roughly $2.8 billion in revenue. It is based in Montabaur, Germany.