Buddy Media Taps Horizon Media as Agency of Record

Agency to oversee cross-platform planning, buying and activation

Horizon Media will be kicking off 2012 with a new client. On Wednesday, the media agency announced that Buddy Media, a social enterprise software company that works with large brands and agencies, selected Horizon as its advertising agency of record. 

In its new role, Horizon will oversee cross-platform planning, buying, activation and results analysis for the company that is considered the go-to platform for brands building Facebook pages. Only four years old and recently valued at $500 million, Buddy Media counts eight of the world’s top 10 brands among its more than 500 clients, including Ford, Target and Sprint.

Horizon plans to put two of its recently launched divisions to good use in this new relationship. In November, Horizon launched The Where Group, which aims to determine "where" the most effective channels are in reaching consumers, "where" new channels are emerging and "where" the most efficient channels in driving business reside. Prior to Where’s launch, the media agency introduced Why, a division that identifies cultural and societal trends driving consumer behavior. Both units will work to provide Buddy Media with insights into targeted connections with its business-to-business audiences.

“We needed a partner that would not only optimize our current successes, but also advance our planning and execution on a strategic and creative level,” said Melissa Hudson, Buddy Media’s vp of marketing, in a statement. “Horizon’s proven record and tactically developed teams give us exactly what we need to have a continued impact not just in the U.S., but globally.”

Horizon will manage the international business in markets including Singapore, the United Kingdom, France and Germany.