Bob’s Discount Furniture has named Horizon Next its media agency of record as the furniture retailer aims to drive sales and build its brand. 

Horizon Next, which is the performance marketing arm of Horizon Media, will handle all paid media for the furniture retailer, including TV, paid social, paid search, digital audio, programmatic, connected TV and out-of-home. Bob’s is estimated to have spent $86.7 million on U.S. measured media in 2022, according to Vivvix, including paid social data from Pathmatics.

Pile and Co. conducted the search. Havas Media was the incumbent on the account and declined to comment.

Bob’s refers to itself as the eighth-largest furniture retailer in the country, with 165 stores across 24 states and an e-commerce business. 

Horizon's data-driven media approach should enable Bob’s to expand its core client base and new market segments, according to Greg Foglesong, chief marketing and digital officer for Bob’s. 

“Horizon Next, leveraging its power in the marketplace and experience scaling a multitude of DTC businesses, will bring innovation, speed, insight and efficiency in media strategies, customer segmentation and audience targeting to our team,” Foglesong said in a statement, calling 2023 “a pivotal year” for Bob’s.

Bob's does not have a creative agency of record. Recent creative campaigns include the 2022 “Assemble the Bobs” campaign from Arnold Worldwide and Bob’s internal marketing department, LB & Co. The campaign featured a bevy of Bobs, from Robert Van Winkle—better known as rapper Vanilla Ice—to a puppet reincarnation of painter Bob Ross.

Bob’s has also appeared in “takeover” ads with sandwich chain Subway. In an ad that debuted in 2021, a Subway commercial runs over time into a sectional commercial and the iconic Bob marionette marvels at the turkey footlong sandwich with bacon sitting on the couch beside him.