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

Horizon Global Partners with Harley-Davidson for Media Management

In a significant move for both companies, Harley-Davidson has selected Horizon Global to oversee its global media operations. This collaboration, which follows a thorough evaluation process lasting several months, is expected to reshape Harley-Davidson's approach to media management. By partnering with Horizon Global, Harley aims to achieve increased transparency, coherence, and effectiveness in its media outreach worldwide.

Understanding the Partnership

According to Marcus Fischer, the brand director for Harley-Davidson, this partnership is seen as a key to not only reaching existing motorcycle enthusiasts but also attracting new riders across diverse markets. The decision reflects Harley-Davidson's commitment to enhancing connections with its audience while simultaneously optimizing its media investments.

Horizon Global, known for its innovative and disruptive approach, will manage all aspects of Harley’s media strategy, investment, planning, and measurement across North America, EMEA (Europe, the Middle East and Africa), APAC (Asia-Pacific), and Latin America. The selection illustrates how brands are increasingly seeking unique strategies to remain competitive in a saturated market.

As Bob Lord, CEO of Horizon Global, pointed out, “Few brands have turned their customer base into a lifelong lifestyle movement like Harley-Davidson.” This insight indicates that both companies appreciate the need to challenge conventional marketing practices to achieve significant growth together.

A New Era for Harley-Davidson

For Harley-Davidson, the primary focus of this partnership is not only about improving media visibility but also about ensuring local insights and adaptability. The collaboration will allow the motorcycle giant to retain the required flexibility to resonate with local audiences across various regions while benefiting from a holistic global media strategy.

Horizon Global's operational model combines large-scale capabilities with the agility necessary for modern marketing demands. This is crucial for Harley-Davidson as it seeks to enhance its reach and sustain its legacy in the competitive motorcycle landscape.

What's Next?

With this partnership, Harley-Davidson aims for a more integrated media approach, leveraging Horizon Global’s innovative strategies. This could potentially lead to a more cohesive brand messaging across numerous platforms, engaging both current riders and new customers alike.

As Harley-Davidson continues to champion the values of life, freedom, and the pursuit of happiness in motorcycling culture, it will do so with a renewed vigor derived from this collaborative effort. Horizon Global, with its combined $20 billion global revenue and extensive reach in over 100 countries, stands ready to propel Harley-Davidson into its next chapter of growth.

This move signifies a pivotal shift in how Harley-Davidson approaches its media strategy, promising a future filled with enhanced audience engagement and growth opportunities.