ABC Entertainment is naming Horizon Media as its digital media agency of record.
The agency’s Los Angeles office will oversee all digital media planning and
activation for the network’s daytime, prime-time, and late-night entertainment programming.
Horizon's responsibilities will include video, display, social, mobile,
search, and programmatic, as well as social community management.
It was a hotly contested account, with Razorfish and Mediahub also participating in the review. Incumbent
Wieden + Kennedy did not participate, but retains the larger Disney media account.
“Horizon demonstrated an inventive, agile and analytics-driven approach to media
activation,” said Marla Provencio, EVP and chief marketing officer, ABC Entertainment Group. “Horizon provided exciting big ideas and strategically analyzed data to provide a unique
approach for us.”
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The relationship will be managed by Duff, Paul Santello, EVP, managing partner, and Charlotte Cochrane, SVP, managing director, digital at Horizon
Media.
ABC Entertainment's annual ad budget is $40 million, according to Kantar Media. Its entertainment portfolio includes “General Hospital,” “Modern
Family,” “Black-ish,” “Scandal” and “Jimmy Kimmel Live.”