Harley-Davidson names Horizon Global media partner
The appointment will bring the motorcycle manufacturer's media operations under a unified global operating model, with the aim of improving transparency, consistency and coordination.
Horizon Global has won Harley-Davidson's global media account following a months-long review, securing responsibility for media strategy, planning, investment and measurement across four international regions.
The partnership will cover North America, Europe, the Middle East and Africa (EMEA), Asia-Pacific (APAC) and Latin America (LATAM).
Horizon Global takes charge of global media operations
Horizon Global will oversee Harley-Davidson's media activities across its international markets, combining centralised strategic direction with local market expertise. The model is designed to improve visibility across media investment while retaining the flexibility to develop locally relevant campaigns.
The appointment also reflects Horizon Global's approach to combining international scale and capabilities with an agile operating structure. The agency aims to give marketers greater coordination and efficiency while challenging conventional media models.
Harley-Davidson targets greater audience engagement
Marcus Fischer, Chief Brand Officer, Harley-Davidson: "Harley-Davidson is about delivering joy and swagger to the world of motorcycling. Horizon’s integrated approach to media gives us the opportunity to better serve our core and welcome in new riders. The teams are a great match. They are as passionate about media as we are about motorcycles."
Through the partnership, Harley-Davidson aims to strengthen connections with existing and prospective riders, expand its global audience and improve the coordination of media investment across markets.
Horizon Global focuses on measurable business growth
Bob Lord, CEO, Horizon Global: "Few brands have successfully transformed a customer base into a lifelong lifestyle movement the way Harley-Davidson has. Marcus and his team understand what global marketers need today and share in our belief that meaningful growth comes from challenging conventions. We’ve developed tremendous respect for the Harley-Davidson team throughout this process, and we're excited to get to work helping them realize their ambitions and drive measurable business growth."
The appointment adds Harley-Davidson to Horizon Global's client portfolio and gives the agency responsibility for coordinating media operations across the motorcycle brand's international markets.
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