Horizon Media and Hershey's launch the 'Next Wave' of client collaborations with their blu. data platform
In a competitive six-month media review process, Horizon Media emerged victorious and secured The Hershey Company's U.S. media business last year. The key factor behind this win was Horizon Media's demonstrated strengths in delivering deeper, novel consumer insights powered by advanced data capabilities.
A crucial element in Horizon Media's arsenal is their proprietary data platform, blu. This platform distinguishes itself from competitors by integrating a vast amount of data sources and insights to uncover unique consumer behaviors and media patterns in ways others cannot.
Blu's unique selling point lies in its ability to offer extensive reach and a wealth of proprietary and third-party data. This data enables Horizon to provide Hershey with differentiated, rapid insights needed to better target and engage consumers in a complex media environment.
The blu platform is regarded as one of the most comprehensive and proprietary audience intelligence tools in the media industry. Its combination of scale, proprietary data, and AI-driven analytics supports Hershey’s strategic imperative to innovate and reach consumers “in a differentiable manner” with deeper insights.
During the media review process, Hershey's VP of media, Charlie Chappell, scrutinized each competitor's platform. It appears that no direct competitor platforms were named, but the emphasis on Horizon’s unique data assets and AI-enhanced insight generation highlights blu’s stature as a decision-driving platform within media agencies serving large consumer brands like Hershey.
It's important to note that all large holding companies have their own media platforms, but Horizon Media seems to have set itself apart with its advanced data capabilities and the blu platform. The need for a solution that could reach almost everyone in the U.S. was emphasized, as Hershey required a data-backed solution to optimize its media spend and brand innovation.
This victory marks another significant milestone for Horizon Media, further solidifying its position as a leading media agency in the industry. With the blu platform powering its insights and strategies, Horizon Media continues to deliver value to its clients by helping them navigate the complex media landscape and achieve their business objectives.
- Horizon Media's distinctive data platform, blu, leverages finance from a multitude of data sources to uncover unique consumer behaviors, setting it apart in the competitive business world.
- With its proprietary data and advanced technology, the blu platform drives powerful insights and strategies for Horizon Media, enabling them to deliver wealth of consumer-focused value to clients like The Hershey Company, thus securing their position as a leading agency in the financial aspects of media.
