Horizon Picks Up Media Business From Snyder's-Lance

Brands Include Snyder's of Hanover, Lance and Cape Cod

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Snack marketer Synder's-Lance has named Horizon Media its media agency of record for four key brands: Snyder's of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.

Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder's-Lance -- which held a competitive review for the business -- spent $8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.

"Horizon was the clear choice for Snyder's-Lance because the agency is powered by an inventive mindset and has exhibited a proven ability to deliver results efficiently across a complex media environment," Rod Troni, chief marketing officer at Snyder's-Lance, said in a statement.

Roger Gray, CEO of GKV, said "we are very proud of all the relationship we had with all the three brands we worked with."

Horizon will be responsible for "all core communications planning and activation responsibilities," in the U.S. according to the statement. Barton F. Graf 9000 handles creative for the four brands.

The win adds to Horizon's recent momentum, after the agency recently picked up work from CarMax, Lindt and STX Entertainment.

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