Jack in the Box Inc., the Calif.-based hamburger chain, has bolstered its relationship with Horizon Media. On Wednesday, Horizon announced that it won the fast-food brand’s digital media planning and buying business.
Horizon, an independent media services agency, has overseen Jack in the Box’s more traditional television, radio, and out-of-home media and planning responsibilities for 10 years. The deal announced today highlights the need to strongly incorporate digital into the company’s campaigns.
“Digital media continues to grow in importance within our overall marketing strategy,” Terri Funk Graham, senior vice president and CMO for Jack in the Box Inc., said in a statement. “This consolidation of media planning and buying will allow us to be more strategic and agile in executing a comprehensive approach to our media mix.”