#USA #New York #Harley-Davidson #Media Strategy #Horizon Global

Harley-Davidson Teams Up with Horizon Global for Global Media Business

In a significant strategic partnership, Harley-Davidson has selected Horizon Global, an innovative agency alternative, to manage its global media operations. This decision, reached after an extensive review spanning several months, is expected to enhance transparency and coordination across Harley-Davidson’s media landscape, effectively unifying the brand's presence in diverse markets. The collaboration aims to foster deeper connections with both existing riders and potential customers, thereby expanding the motorcycle giant's global audience.

A Vision for Enhanced Engagement

According to Marcus Fischer, Chief Brand Officer at Harley-Davidson, the partnership with Horizon Global enables the brand to better serve its loyal customers while welcoming new riders into the fold. He expressed excitement about the synergy between both teams, stating, "They are as passionate about media as we are about motorcycles."

Horizon Global will take charge of Harley-Davidson's media strategy, including investment planning, execution, and performance measurement across North America, Europe, the Middle East, Africa, Asia-Pacific, and Latin America. This aligns with Horizon Global's innovative approach, which combines global reach with agility, setting a foundation that challenges traditional practices in marketing.

Commitment to Local Relevance

This partnership will not only enhance the visibility of Harley-Davidson’s media activities but will also ensure that the local knowledge and flexibility needed for relevant engagement in various markets are preserved. Bob Lord, CEO of Horizon Global, emphasized the unique challenge that Harley-Davidson has met in transforming its customer base into a lifelong lifestyle movement. He stated, "Marcus and his team understand what global marketers need today and share our belief that meaningful growth comes from questioning the status quo."

The collaboration symbolizes a major leap for Harley-Davidson as it continues to build upon its legacy founded in 1903, known for delivering a lifestyle that resonates with motorcycle enthusiasts worldwide. The brand’s commitment to quality motorcycles and the motorcycle culture remains paramount, as it strives to safeguard and promote this unique lifestyle while enhancing its global presence.

Future Innovations with Horizon Global

Horizon Global, established through a joint venture between Horizon Media Holdings and Havas, is recognized as the first global agency network designed specifically to cater to the modern marketer in the age of AI. The agency operates from New York and has a global presence with offices in over 100 countries, managing an extensive portfolio primarily focused on U.S. and international clientele with annual revenues reaching $20 billion.

Utilizing the BluConverged platform that integrates Horizon's Blu and Havas' Converged.AI, Horizon Global is poised to deliver smarter insights, quicker results, and exceptional transparency on a global scale, thereby enhancing the effectiveness of media investments for Harley-Davidson and its new initiatives.

The two organizations are set to embark on a transformative journey that will not only amplify the voice of Harley-Davidson in the digital landscape but will also pave the way for innovative marketing strategies that resonate with current and future riders. As the motorcycle culture continues to evolve, this partnership heralds a robust response that meets the demands of the modern consumer while upholding the traditions and spirit of Harley-Davidson’s storied heritage.