Guitar Center Hires a New Agency For Media

Starcom inherits business from Horizon Media

Metallica's James Hetfield starred in a recent Guitar Center ad.

The Los Angeles office of Starcom has won Guitar Center's media business after a review. 

The Publicis Groupe shop will take over planning, analytics and buying for the retailer from Horizon Media, which took over the assignment from incumbent KSL Media following KSL's bankruptcy filings. It was not immediately clear how many shops vied for the business. 

Guitar Center spends more than $20 million annually on media, according to Kantar Media. Newman Consulting managed the search.

"We look forward to evolving Guitar Center's brand into the future," said Starcom U.S. CEO Lisa Donohue, in a statement. 

The retailer took its creative business in-house earlier this month; Pereira & O'Dell in San Francisco most recently worked on the brand. 

Guitar Center—the world's largest guitar, amplifier, drum, keyboard and recording equipment retailer—has more than 260 stores across the U.S. 

A key decision maker in the media review was Eddie Combs, svp of marketing at Guitar Center. In a statement explaining the hire, Combs cited Starcom's grasp of analytics and classic media skills.

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