Horizon Media has won the digital media business for ABC Entertainment, the company said.
"Horizon demonstrated an inventive, agile and analytics-driven approach to media activation," said Marla Provencio, exec VP and CMO for ABC Entertainment Group. "Horizon provided exciting big ideas and strategically analyzed data to provide a unique approach for us."
The independent agency's Los Angeles office, helmed by Serena Duff, exec VP and general manager, will oversee all digital media planning and activation for the network's daytime, primetime and late-night entertainment programming, with the objective of driving tune-in across all paid digital platforms, the agency said. Scope includes digital buying across video, display, social, mobile and search, as well as social community management.
Wieden & Kennedy won the ABC buying and planning business in 2006, when the industry was just starting to test the waters of a new digital landscape. At the time, Ad Age reported: "With the rapidly changing media landscape that finds the broadcast TV networks exploring everything from paid iPod downloads of their shows to video-on-demand programming, the rules of promoting a prime-time schedule to an audience are being rewritten hourly. ABC, having spent a considerable amount of its marketing resources to promote the Heather Graham vehicle, "Emily's Reasons Why Not," only to pull it off the schedule when it failed to attract viewers, may be looking for some fresh thinking."
The industry is once again at a turning point, as more significant dollar figures shift from traditional TV screens to desktop and mobile, and ABC is once again looking for fresh thinking. The network is not alone, as it follows a flurry of media companies that put their media business up for review early last year. Among those media companies were, Al Jazeera, NBCU, ABC cable affiliate ABC Family and Turner.
Horizon won Turner buying last September, and also supports A&E Networks and Scripps Networks.
ABC's portfolio includes primetime shows such as, "How To Get Away With Murder," "Scandal" and "Grey's Anatomy," among other specials and award shows like the Oscars.