BlueTriton (formally Nestlé Waters), has named Horizon Media its media agency of record for North America after a three-month review.
The company spends an estimated $32 million on media expenditures in the U.S. annually according to agency research firm COMvergence.
The review followed last year’s decision by Nestlé S.A. to sell its regional spring water brands, purified water business and beverage delivery service in the U.S. and Canada to One Rock Capital Partners in partnership with Metropoulos & Co. for $4.3 billion.
Horizon will be responsible for developing and executing creative media strategies, planning, buying, data, and analytics across all media channels in North America for BlueTriton’s eleven brands, including Pure Life, Poland Springs, Deer Park and others.
Horizon said it would focus on harnessing behavioral data to identify high-propensity consumers, design tailored creative experiences, and optimize advertising audiences, tactics, and investments.
Christi Lazar, marketing director of BlueTriton Brands, said, “We chose Horizon Media because of their deep commitment to personalization and proven ability to innovate marketing strategies and elevate brands quickly.”
Lazar added that the company and agency would work together to “reshape BlueTriton’s consumer experience.”