RE: RE: Horizon media partnership5 Feb 2020 17:05
First time poster. Long time reader...
There is often no financial commitment in an agency partnership, more a willingness to build toward one (and perhaps exclusivity). Unless Horizon are paying for the service, they will be re-selling it to clients and in that there is no guarantee. Ifg they can't sell it on, then the partnership is worthless. The proof will be in the numbers reported later in the year as to what value this created.
To put it into context, the market will be more interested if one of the 'big' agency groups committed - WPP via GroupM, Omnicom, Publicis, IPG or Dentsu. Their spends *far* outweigh Horizon's (and indeed LSAI are working with some of those holding company's individual agencies already). So whilst this is clearly an encouraging step in normalising the need for this data/service, it isn't an earth-shatterer IMO.