Glanbia Performance Nutrition Appoints Horizon Media as its Agency of Record
Glanbia Performance Nutrition (GPN), the conglomerate behind popular weight loss and supplement brands such as SlimFast, Optimum Nutrition, and Think!, has appointed Horizon Media, the largest independent media agency in the United States, as its media agency of record.
The selection process commenced in March, under the supervision of ID Comms. The agency secured the account on August 23. With an estimated worth of over $40 million, according to Grant Leech, VP of Integrated Marketing at GPN, the account represents a significant strategic move for both parties.
In their capacity as the media agency of record, Horizon Media will be responsible for the execution of media across the consumer journey, as well as providing GPN with analytical insights. Simultaneously, the agency will offer consultancy services for GPN's in-house integrated marketing and media team.
Typically, media agencies of record assume responsibilities that encompass media strategy development, media buying and planning, campaign execution, performance analysis, budget management, and partnership management to support brand objectives and product launches effectively.
However, the specific role and responsibilities of Horizon Media in this context are not explicitly detailed in the existing research. While Horizon Media's typical role as a media agency of record involves the aforementioned activities, the exact scope of their duties for GPN has yet to be fully disclosed.
In this partnership, Horizon Media will manage operations spanning across various business realms such as finance, industry, and fintech, due to their role as GPN's media agency of record. This collaboration also includes offering consultancy services for GPN's internal integrated marketing and media team, providing analytical insights to optimize their strategies.
