PurposeBuilt Brands Extends Horizon Media to Full Portfolio AOR Role

Event summary

  • PurposeBuilt Brands has elevated Horizon Media to agency of record for its full eight-brand portfolio, expanding a two-year partnership.
  • Horizon's AI-native Blu platform will drive audience intelligence and closed-loop measurement across PurposeBuilt's brands.
  • Green Gobbler became the fastest-growing brand in its category and #1 on Amazon in 2025 under Horizon's strategy.
  • Horizon Commerce will manage integrated campaigns across major retailers including Amazon, Walmart, and Home Depot.
  • Horizon's Advanced Analytics team will develop omnichannel ROAS models using Shapley and Markov chain attribution methodologies.

The big picture

This expansion reflects a broader industry shift toward unified media strategies that blend national brand-building with retail media activation. Horizon's AI-driven approach positions PurposeBuilt to navigate an increasingly fragmented consumer journey, where shopping discovery spans chatbots, e-commerce giants, and traditional retail. The partnership underscores the growing importance of closed-loop measurement in driving net new consumer acquisition amid financial uncertainty.

What we're watching

AI Integration
How Horizon's Blu platform will scale audience intelligence across PurposeBuilt's diverse brand portfolio.
Retail Media Growth
Whether PurposeBuilt can sustain Green Gobbler's momentum in competitive categories.
Measurement Evolution
The pace at which Shapley and Markov chain attribution models drive incremental consumer growth.