Tuning Up: Guitar Center Launches Media Review

Guitar Center, the music instruments retail chain, has launched a review of its media planning and buying assignment, according to sources.

The company spent nearly $22 million on ads in 2012, according to Kantar.

The company had been a KSL Media client up until last September, when the agency filed for bankruptcy. Horizon Media assumed duties for the client at around that time with the understanding that the company would do a formal review at some point.

It is understood that Horizon is participating in the review. The agency declined to comment, referring queries to the client.

Also said to be participating in the review are UM, the IPG Mediabrands shop and Los Angeles-based independent Palisades Media. The shops declined comment or couldn’t be immediately reached.

Based in Westlake Village, CA, Guitar Center has over 200 retail stores across the U.S. In 2012 the company reported net sales of more than $2.1 billion.

A company rep didn’t immediately respond to an email seeking comment on the review. 



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