#USA #New York #Horizon Media #Green Gobbler #PurposeBuilt Brands

PurposeBuilt Brands Strengthens Collaboration with Horizon Media

In a significant strategic move, PurposeBuilt Brands has expanded its collaboration with Horizon Media, appointing them as the media planning and buying agency for its complete array of eight consumer brands. This development marks the progression of their partnership that began in February 2024. Through this new arrangement, Horizon Media will implement an extensive marketing strategy that encompasses both national brand positioning and retail media initiatives.

The collaboration will utilize Horizon's AI-based Blu platform, enhancing audience understanding and measurement methodologies. Horizon Commerce will be at the forefront, executing integrated campaigns across prominent retail platforms, including Amazon, Walmart, Home Depot, Lowe's, Target, and Kroger.

Initial outcomes from this partnership have already shown promising results, particularly for PurposeBuilt's notable brands. For instance, Green Gobbler has quickly risen to become the fastest-growing label in the drain and plumbing care sector in the United States. The brand secured the top position on Amazon in 2025, showcasing the effectiveness of the collaboration.

A Strategic Response to Evolving Market Dynamics
PurposeBuilt's Chief Marketing Officer, Jon Bellante, expressed confidence in Horizon's ability to seamlessly align audience insights with tangible business results. He emphasized the varied growth trajectories of the brands within their portfolio, ranging from emerging names seeking to capture market share to established leaders in need of protective strategies against competitive threats. This has necessitated tailored audience frameworks, enabling a cohesive measurement approach across the entire brand suite.

Horizon Media's incrementality strategy will play a crucial role in this partnership, concentrating on attracting new consumers and boosting brand usage across a diverse range of products—from the necessity-driven Green Gobbler and Goo Gone to everyday essentials like Weiman and Harris. By leveraging Blu's vast database of 260 million consumer profiles, Horizon plans to create sophisticated audience segmentation models that assess consumer preferences, purchasing behaviors, and lifetime value.

Navigating a Complex Consumer Landscape
Gene Turner, President and Global Chief Client Officer of Horizon Media, outlined the necessity for brands to adapt to today's multifaceted shopping environment, where consumer behavior is increasingly influenced by technology. Citing statistics, he pointed out that 62% of consumers now utilize tools like ChatGPT or Google to discover products, while a staggering 83% of U.S. households regularly shop on Amazon.

Given the current climate of economic uncertainty, pairing appropriate product messaging with the right consumer audience is not merely a competitive edge; it is essential for survival. Horizon's Blu platform aims to establish a revenue growth engine centered on the customer experience, seamlessly integrating strategy and measurement.

Comprehensive Marketing Strategy
The ambit of this new collaboration includes a complete strategy, planning, and campaign activation across various digital platforms, including social media, connected TV (CTV), online video, streaming audio, display advertising, and programmatic buying. Horizon’s retail media strategy will capitalize on advanced partnerships like Amazon Upfront Ads and Walmart Connect, facilitating streamlined access for digital advertising and detailed lifetime value analyses.

Furthermore, Horizon's Advanced Analytics team will employ sophisticated attribution models to quantify return on advertising spend (ROAS), utilizing methodologies such as Shapley and Markov chain attribution. These models will be specifically tailored for brands like Weiman, 30 Seconds, Green Gobbler, and Harris, ensuring targeted metrics and strategic insights.

About PurposeBuilt Brands
PurposeBuilt Brands operates as a leading specialty home care products entity featuring a diverse portfolio that includes trusted names such as Weiman, Goo Gone, Green Gobbler, Harris, 30 Seconds, Magic, Mighty Mint, Biokleen, Urnex, Five Star, and MicroScientific. The company caters to various market segments, delivering exceptional cleaning, pest control, and home maintenance solutions via retail, e-commerce, and commercial channels across North America and beyond.

About Horizon Media
Established in 1989 and headquartered in New York, Horizon Media has grown into the world’s largest independent media agency. The firm excels at providing data-driven outcomes for revolutionary brands. With more than 2,400 employees and media expenditures exceeding $8.5 billion, Horizon Media prioritizes personal connections in business. This philosophy informs their brand-client engagements as well as their internal employee relations, leading to recognition as one of the best workplaces in the industry.

This elevated partnership is a reflection of PurposeBuilt Brands’ strategic vision to enhance growth while acknowledging the value of data-driven insights in today’s consumer marketplace.