Horizon

Miami Prepaid Phone Provider Taps Havas to Help It Grow U.S. Business

TracFone, which is launching a more aggressive push into the U.S. mobile market, has picked Havas Media Group as agency of record to help build the profile of the prepaid service provider, sources said.The Miami-based company awarded its media planning and buying business to Havas after a review that came down to finalists like incumbent Mediavest, Horizon and UM.

Horizon Picks Up More Honda Dealer Work

Horizon has won media planning and buying for a Honda dealer association covering eight dealers in and around Phoenix, Arizona.The independent agency picked up the Valley Honda Dealer Association account following a review that began in February and ended in April. The dealer group spent $3.5 million across media in 2012, according to Kantar.

Buyers Pushing Nielsen Data for Web Video and YouTube Won’t Play Ball

Following the NewFronts, the battle lines in Web video are being drawn, and YouTube might be on the wrong side.After several years of testing, clients and their agencies are eager to buy video inventory that is guaranteed against particular audience demographics, just like they’ve been doing with TV for decades. The biggest ad agency holding companies are convalescing around Nielsen’s Online Campaign Ratings data or comScore's Validated Campaign Essentials (VCE) as their preferred currency in Web video, according to multiple buyers and sellers. As are top marketers like Procter and Gamble.

Kohl’s Hires Zenith for Media

Kohl's has confirmed its hiring of Zenith for media planning and buying.In a statement, a Kohl's representative said, "We believe that they will help us deliver on our marketing strategy to raise our share of voice and reach a broader audience."

Bacardi Cuts to Four in Media Review

Bacardi has narrowed the list of contenders in its U.S. media review to four, according to sources.Sources identified the shops as Mindshare, TargetCast, Horizon Media and the incumbent, KSL Media. Ark Advisors in New York is managing the process.Ark and the Miami-bassed Bacardi could not immediately be reached for comment. 

Geico TV Ad Spoofs ‘Portlandia’ Skit

During the season premiere of IFC’s Portlandia on Jan. 4, viewers may have been taken aback by a Geico ad—dubbed “Piglandia”—that looked a lot like the show while also spoofing one of the comedy program’s classic sketches.

Mondelez Expands MediaVest’s Duties

MediaVest will start handling U.S. media planning and digital buying for Mondelez International's gum and candy brands in April, the packaged foods giant confirmed on Friday. Those responsibilities, previously at Horizon Media, include work on brands like Trident and Stride. 

3 Shops Remain in Global Media Review

Siemens Enterprise Communications has briefed three finalists in the company's global media review, now in its final stages.The remaining contenders—PHD, Horizon, and Initiative—will make final pitches to Siemens executives in late September. The meetings will take place at the company's headquarters in New York; a selection is expected next month.

Finally, a Better Way to Measure Impressions?

Ad impression numbers are about to go down—that is, at least, if RealVu has anything to do with it. The Salt Lake City-based ad tech startup has, with the blessing of IAB and accreditation from the Media Rating Council, developed technology that measures exactly when an ad has been really, truly actually viewed.