PurposeBuilt Brands, the parent company of Weiman, Goo Gone, Green Gobbler and other home care brands, has expanded its partnership with Horizon Big, naming it media planning and buying agency of record, across its entire consumer portfolio.  

Horizon Big is the performance agency created by Horizon Media in 2019 to service start-ups, e-commerce and emerging brands. Client spending wasn’t disclosed.    

Horizon and PurposeBuilt first started working together in 2024 on products including Green Gobbler.  According to the agency, as media AOR, Horizon will deliver a full-funnel strategy spanning national brand-building and retail media activation.   

The partnership will leverage Horizon’s AI-native Blu platform for audience intelligence and closed-loop measurement, with Horizon Commerce managing integrated campaigns across Amazon, Walmart, Home Depot, Lowe’s, Target, and Kroger.   

“This partnership reflects our confidence in Horizon’s ability to connect sophisticated audience intelligence with measurable commerce outcomes," said PurposeBuilt CMO Jon Bellante. “Our brands are at different growth stages with different jobs to be done, from challenger brands growing share of purchase occasions to market leaders defending against incursion. We needed a partner that could build individualized audience frameworks for each brand while unifying measurement across the portfolio.”  

Over the past two years the partnership has driven growth for Green Gobbler, which became the fastest growing brand in the plumbing/drain care category nationwide, including the #1 brand position on Amazon in 2025, according to the agency.  

“PurposeBuilt understands that shopping discovery now happens everywhere, all at once," said Gene Turner, president, global chief client officer, Horizon Media. “Brands are operating in an environment where 62% of consumers use ChatGPT or Google Gemini to find products, and 83% of U.S. households shop on Amazon.”  

“At the same time,” added Turner, “consumers increasingly express feelings of financial uncertainty. So the ability to pair the right product and portfolio messaging with the right audience isn’t just a competitive advantage, it’s table stakes. Our Blu platform creates a customer-centric revenue growth engine that connects strategy through to measurement.”  

The scope encompasses strategy, planning, and activation across search, social, connected TV (CTV), retail media, online video, streaming audio, display, and programmatic, along with traditional channels.