Horizon Media here has continued its recent growth spurt, landing some $20 million in media buying and planning duties for Cadwell Davis Partners.
Previously owned by Saatchi & Saatchi, Cadwell bought itself back more than two years ago, but the smaller shop had kept some of its media assignments with Saatchi-owned Zenith Media in New York. It was "a marriage of convenience after the divorce," said Frankie Cadwell, agency president.
The shop has been planning to move its media since the Cordiant "demerger" in 1997. At that time, Zenith became jointly owned by Saatchi and Bates USA. Cadwell and Zenith had been negotiating, but the two could not agree on price, sources said.
Cadwell has also known Horizon president and chief executive officer Bill Koenigsberg "for a long time."
Zenith declined comment.
It was unclear if Cadwell talked to shops other than Horizon.
With offices in New York and Boston, Cadwell claims billings of more than $100 million and lists clients such as Foundation Health Systems, The Honey Baked Ham Co. of Michigan and Gottex swimsuits.
Marketing subsidiary Cadwell Davis Denneen has also assigned some of its media tasks to Horizon.
This is the second recent win for Horizon, which has boosted its billings by 30 percent this year to roughly $375 million. Last month, it won the $10-12 million buying and planning duties of Foxwoods Resort Casino in Ledyard, Conn.
Horizon has also won more business from the A&E Television Networks, including media buying and planning duties for History Channel Tours, A&E Home Video and A&E Television Network International. Billings are undetermined.
The media service has vowed to pursue more large and network-based accounts and is staffing up to handle the new business.