Horizon Media Sets Sights on Acquisitions to Fuel Growth and Expand Capabilities
Horizon Media, the largest independent media agency in the United States, is actively pursuing acquisitions to bolster its capabilities in retail technology, influencer marketing, and sports marketing. CEO Bill Koenigsberg has signaled a renewed focus on growth following recent strategic moves, including senior hires, restructuring, and the launch of a creative agency.
The agency, which boasts a workforce of 2,400 and manages $8.5 billion in annual media investment, is not seeking additional investment but aims to add resources to accelerate its expansion. This strategic shift comes as the advertising industry anticipates a surge in acquisitions in 2025, driven by the impending merger of industry giants Omnicom and Interpublic Group.
While Horizon has historically been cautious in its acquisition approach, with its most recent purchase being Blake Sports Group in 2023, the agency is now poised for more aggressive growth. The company has evaluated numerous potential acquisitions in the past but found many to be overpriced.
Horizon’s renewed focus on acquisitions aligns with its international expansion goals. The agency, which ranked 12th among US media agencies for new business in 2024, is leveraging its partnership with the Local Planet Network to serve global clients. Industry expert Greg Paull of R3 emphasizes the importance of enhancing Horizon’s international presence to compete effectively for global accounts.
To spearhead this acquisition strategy, Horizon has brought on board Bob Lord, a seasoned advertising executive, as president. Lord’s extensive experience includes overseeing multiple acquisitions at AOL, and he aims to integrate technology-focused acquisitions to further strengthen Horizon’s market position.
As the advertising landscape continues to evolve, Horizon Media’s strategic moves position the agency to capitalize on emerging opportunities and maintain its competitive edge in an increasingly dynamic market.
