'Odd couple' Horizon and Havas launch joint venture

Unlikely bedfellows Horizon Media and Havas have joined forces to launch a new AI-driven media agency in a move which is being seen as a direct response to the threat to both of their businesses from the $13.5bn Omnicom-IPG merger.

Dubbed Horizon Global, the venture will have combined global billings of $20bn, be headquartered in New York and span over 100 countries. It is claimed it will deliver “a bold breakthrough agency network alternative at a time when clients face fewer, more constrained options”.

However, Horizon Global will only focus on US-centric global client opportunities, with Horizon Media and Havas Media Network continuing to operate independently in other regions.

It will unite Horizon’s Blu platform and Havas’ Converged.AI platform with the aim of forming a seamless, AI-native experience, dubbed BluConverged, designed to unlock smarter insights, faster outcomes and true transparency for global clients.

Horizon Media Holdings CEO and founder Bill Koenigsberg said: “Built exclusively for the needs of the modern global marketer, Horizon Global is rewriting the agency network playbook. With an open ecosystem approach, Horizon Global fosters cooperation, priorities transparency and places power back in the client’s hands.

“As the first agency network built in the AI era, we’re leading with future-forward ways of working, collaborating and delivering outcomes for clients – and we’re doing it responsibly at global scale. This is an exciting new chapter for Havas and Horizon.”

Havas CEO and chairman Yannick Bolloré added: “This partnership marks a significant moment for our agencies. I’ve known Bill for years, and I’m incredibly proud Horizon has turned to Havas as its global partner. In a shifting industry, we look forward to a very exciting partnership, combining our complementary strengths.”

The executive leadership team will be led by Bob Lord as interim CEO. With more than three decades’ experience at the intersection of media, technology and business transformation, Lord will be responsible for driving Horizon Global growth strategy and delivery of client experience excellence across the world. He will maintain his current role as president, Horizon Media Holdings.

Additionally, Renata Spackova is appointed to the role of global chief operating officer. Based in Paris, Spackova will lead the strategic deployment of Horizon Global across more than 100+ markets around the world.

Lord and Spackova will work closely with Horizon Global’s board of directors which includes Koenigsberg, Bolloré, Peter Mears (global CEO, Havas Media Network), and other key members of the Havas and Horizon Media leadership teams.

Lord said: “Horizon Global enters the market at a dynamic moment with a global offering that truly puts clients first. We intentionally designed Horizon Global to usher in a new chapter of connected intelligence, innovation, and client value.

“Through the BluConverged Platform, and together with our teams and partners, we can now meet the growing demands for performance-based media models and drive enduring growth for the incredible brands we are privileged to represent.”