Horizon Media, which calls itself the world's largest independent media agency, won the business of international hotel chain La Quinta Inns and Suites after a review.
The chain, which has worked with creative agencies such as Mullen and Chicago's Element 79 in the past, picked Horizon to manage communications planning and paid media activation across all channels. The account will be run from the agency's Los Angeles office.
The win follows yogurt brand Chobani's decision to move its approximately $30 million media account to Horizon last month after five years with Omnicom's OMD. Horizon also picked up LG Electronics' business earlier this summer. As the frenzy of media reviews continues unabated, many holding company shops struggle to retain key pieces of business, and as new, more specifically focused players like Hearts & Science pop up, Horizon has emerged as a key competitor to larger and more established media agencies.
"We were impressed with Horizon's strategic thinking and data driven insights," says La Quinta evp and chief marketing officer Julie Cary, adding, "Horizon brings the talent and tools to navigate the evolving and rapidly changing media landscape."
Horizon evp and managing partner Paul Santello said: "La Quinta has a well-established and well-loved brand, a wealth of customer data, and delivers an incredible guest experience at their hotels. We are excited to partner with them with the singular goal of getting more travelers to experience the special and unique La Quinta difference."
The agency's first work for its new client will debut in January 2017 as part of an effort to promote the chain to business travelers seeking select service options.
According to the latest numbers from Kantar Media, La Quinta spent approximately $35 million on measured media in 2015.