• by Larissa Faw , May 11, 2015

Guitar Center is playing a different tune. Last August, the music equipment retailer named Publicis Groupe's media agency Starcom USA as its media agency after a formal review that included incumbent Horizon Media. 

Now, Guitar Center is returning to Horizon. The agency will handle all media activation responsibilities including traditional media channels, direct marketing and multi-platform activations and will focus on driving in-store visits for the California-based music retailer. The business will be managed out of Horizon’s Los Angeles office, effective immediately.

The company spent nearly $22 million on ads in the past year, according to Kantar.

Guitar Center is struggling amid financial troubles. The agency originally shifted to Horizon in September 2013 after its agency KSL Media filed for bankruptcy. At the time, Horizon was tasked by the retailer with providing short-term media services on a contract basis. 

The client then launched a review and Starcom landed the account. The agency helped to launch last fall's "All we sell is the Greatest Feeling on Earth" campaign. At the time, Eddie Combs, SVP of marketing at Guitar Center, cited Starcom’s blend of classic media approaches and grasp of analytics as key factors in landing this account.

However, this spring, Guitar Center executives decided to revisit its media agency assignment and shifted back to Horizon. The change comes after a corporate restructuring earlier this year. Combs left the company and now has a position at Samsung. In February, CEO Darrell Webb announced 40 layoffs within its corporate office. 

“We couldn’t be happier to resume our partnership with Guitar Center,” said Serena Duff, EVP and manager partner at Horizon Media. “Guitar Center is passionately committed to its customers, and we look forward to providing inventive solutions that efficiently provide tangible business results for the brand.”

Based in Westlake Village, CA, Guitar Center has over 260 retail stores across the U.S.