Horizon Adds Mike’s Hard Lemonade

Independent Horizon Media said it has snagged the Mike’s Hard Lemonade business.

The New York shop has worked for the Seattle-based client in the past, and was awarded online and offline buying and planning chores without a review. R.J. Palmer, New York, previously handled media chores.

A national multimedia campaign for Mike’s is set to launch in the coming weeks. Amalgamated in New York handles Mike’s creative duties. Past efforts have attempted to humorously target young males.

The brand spent $10 million on ads in 2008, down from the $12 million it spent in each of the preceding two years, per Nielsen. Spending for ’09 was not disclosed.

Phil O’Neil, client president, credited Horizon’s strategic skills, insights and experience with the brand’s target audience — as well as Horizon’s “incredibly aggressive marketplace rates” — with the agency’s selection.

Bucking the bad economy, Horizon has been on a new-business streak of late. Last week, it added the $5-10 million Sands Casino Resort in Bethlehem, Pa., to its roster. In March, Horizon picked up the similarly budgeted Modell’s Sporting Goods account. The shop is also contending for Activision Blizzard, which spends $200 million annually in measured media, and would rank as one of its largest and most visible accounts should Horizon prevail.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: April 30, 2009 https://stage.adweek.com/brand-marketing/horizon-adds-mikes-hard-lemonade-99123/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT