• by Steve McClellan  @mp_mcclellan, August 23, 2016

Yogurt Marketer Chobani has selected Horizon Media as its new media agency after a review. The incumbent was OMD, which opted not to defend.

The yogurt marketer spent more than $30 million on ads in 2015, according to Kantar Media.

Confirming the selection, a Chobani spokesperson stated of Horizon: "Their creativity and modern thinking fit our approach, momentum and growth goals."

The shift comes as Chobani is bringing on board Starcom MediaVest Group veteran Danielle Cherry as senior director, media investment and connections planning. She most recently served as SVP, human experience strategist, at Starcom MediaVest Group.

In this new Chobani role, Cherry will be responsible for stewarding the firm’s media investment. She will spearhead new efforts to measure ROI and help architect media and connections planning to creatively connect and engage the brand with consumers.

Of its selection, Horizon stated: “Horizon Media was notified today that it has been appointed Media Agency of Record for Chobani, effective immediately, following a competitive pitch. The agency will provide strategic planning and investment across all channels, for Chobani’s entire portfolio of products, including: Fruit On The Bottom, Blended, Plain, Chobani Simply 100 Greek Yogurt, Chobani "Flip", Chobani Mezé Dip, Drink Chobani, Chobani Kids, And Chobani Tots. 

The agency added that it is “honored to work on such an innovative brand; one with like-minded entrepreneurial roots, and a shared appreciation for the importance of fostering an award-winning workplace culture that is focused on nurturing an inventive mind-set to ignite new ideas.”

Chobani was an official Team USA sponsor for the just-completed Rio Olympics and the upcoming Paralympic Games, also in Rio next month. It’s the third Olympics sponsorship for the brand, which in 2014 extended its commitment through 2020. 

Last year, Chobani changed its approach to advertising, abandoning the creative agency of record model. Instead it is developing much of its creative strategy in-house and using agencies as needed on a project-by-project basis.

Prior to that strategy switch, Droga5 had been the company’s creative AOR. Agencies Chobani has done project work with include OppermanWeiss, GMR and shopper marketing specialist Mars. 

Last month, Chobani announced the hiring of Leland Maschmeyer to the new role of Chief Creative Officer, a sign the company is planning to do more in-house creative projects. He reports to CMO Peter McGuinness, who joined the company three years ago from OMD sibling DDB Chicago, where he was CEO.