Horizon Media has won a global media review that began with six agencies before narrowing to three and then two.
Siemens Enterprise Communications selected Horizon to handle the planning and buying of media in the company's four core markets: the U.S., the U.K., Germany, and Brazil, said Mike Drexler of Drexler Fajen & Partners, the New York-based consultancy that managed the search. Annual media spending is projected at $90 million.
The other finalist was Omnicom Group's PHD. Interpublic Group's Initiative also presented to Siemens executives but was eliminated two months ago .
The New York office of Horizon, an independent shop, will manage the business.
The review did not include SEC's creative business, which remains at McMillan in Ottawa, Canada.
SEC is a spinoff of Siemens AG that's majority owned by venture capital firm The Gores Group. The company provides telephone, voicemail, and videoconferencing systems for businesses.
The hire comes as the company readies for a global relaunch that will feature the introduction of a new name, logo, and positioning in a category that includes Cisco, Hewlett-Packard, and Alcatel-Lucent.