NEW YORK, Nov. 17, 2016 /PRNewswire/ -- Horizon Media, the largest and fastest growing privately held media services agency in the world, today launches "INFUSE," a marketing consultancy platform within the agency that quantitatively identifies the opportunities and challenges of a brand and how an organization's marketing and communications mix should address those items through channel allocation and investment.
Created by the agency's WHERE group, INFUSE integrates and aligns hard data and expert user insights to create a quantifiable linkage between brand strategy, consumer engagement and channel allocation strategy. This zero-based perspective allows brands to view how and where brand marketing can be best influenced.
"This integration – the infusion of data and insights -- between strategy and planning is missing from most traditional brand processes, leaving companies with no effective way to leverage data to gain deeper insights between brand investment and consumer decisioning," said Eric Blankfein, Chief of the WHERE Group at Horizon Media. "INFUSE provides and sets the stage for our clients' businesses by quantitatively bridging that gap between marketing and communications planning."
INFUSE calibrates and synthesizes more than 350 brand and consumer KPI's trended from sources including brand health, sales and brand performance, social, search, location, competitive, mix modelling data, respondent level purchasing survey, and Horizon's proprietary CCRI channel relevance study. It's from this deep stack of first and third party data where INFUSE can quantify the brand and category situation and identify what communication and brand opportunities exist, as well as highlighting when key consumer decisions are made and what emotions and needs come into play for them during each stage.
By providing this holistic view -- and more importantly, by identifying opportunities and challenges in the consumer's journey -- INFUSE helps describe what the marketing and communication objectives should be, including what marketers want their consumer audience to think, feel, and do once exposed to a marketing message. These insights create the spark for content creation that synchronizes messaging with media strategy for optimal brand activation.
"Too many traditional marketing programs use data analytics as a vehicle to calculate past performance, instead of using it as a critical tool to uncover new insights about customer behavior," said John Marson, VP, Director Resource Development, WHERE Group, Horizon Media. "INFUSE offers a solution to change that dynamic by offering our clients a way to make optimal use of all available and relevant data to identify and define the marketing and communication activities that will provide marketers value in growing their businesses."
Quantitative tracking and assessment of key KPI drivers provide a return on strategy measurement as well as opportunity for on-going mix optimization. For Horizon's clients, INFUSE delivers better results by providing a holistic and wide-angle perspective, ensuring all marketing and communications levers are working synergistically and most effectively toward addressing the consumer's opportunity or challenge. INFUSE has been integral in recent new business wins and is currently being applied to numerous strategic client initiatives. The output and results from INFUSE are carried through and integrated into Horizon's existing state-of-the-art tactical planning and optimization proprietary tools including, BLEND, Cadence, PiVOT, hx and MixFX (to name just a few), to complete the full planning workflow.
About Horizon Media
Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York with a second full-service office in Los Angeles. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry's leading trade association.
The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $6.5 billion and over 1,400 employees.
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SOURCE Horizon Media, Inc.