#United States #New York #Harley-Davidson #Media Strategy #Horizon Global

Harley-Davidson Partners with Horizon Global for Unified Global Media Strategy

In a significant move aimed at enhancing its global media presence, Harley-Davidson has chosen Horizon Global as its primary partner for media services. This partnership follows a rigorous selection process lasting several months, where Horizon Global was recognized for its bold and innovative approach that contrasts starkly with traditional media service models.

The collaboration between these two iconic brands aims to integrate Harley-Davidson's media operations into a unified global framework. This not only promises improved clarity and consistency in Harley-Davidson's messaging across various markets, but it also enhances the effectiveness of their marketing efforts to engage both existing and prospective motorcyclists.

Marcus Fischer, the brand director at Harley-Davidson, expressed enthusiasm about this partnership. He stated, “Horizon’s integrated approach to media allows us to better respond to the needs of our loyal community of riders while attracting new enthusiasts. Our teams are well-aligned in passion; media is as much a passion for them as motorcycles are for us.”

As part of this partnership, Horizon Global will manage media strategy, investments, planning, and performance measurement in key markets across North America, Europe, the Middle East, Africa (EMEA), Asia-Pacific (APAC), and Latin America (LATAM). This strategic choice underscores the appeal of Horizon’s integrated model, which empowers marketers with greater flexibility while merging global reach with entrepreneurial tactics that challenge the status quo.

For Harley-Davidson, this means a clearer and better-coordinated media strategy across the globe, maintaining an understanding of local market nuances while ensuring the agility needed to communicate effectively with diverse audiences. Bob Lord, CEO of Horizon Global, highlighted the unique community aspect of Harley-Davidson, saying, “Few brands have transformed their customers into a lifelong community connected by a shared lifestyle, as Harley-Davidson has. Marcus and his team understand today’s global marketing challenges and share our belief that genuine growth requires breaking the mold.”

Founded in 1903, Harley-Davidson has been a pioneer in motorcycle culture, promoting a way of life that includes customizable motorcycles, unique riding experiences, and a wide range of biker gear. The company produces some of the finest motorcycles available today for riders across the globe, dedicated to preserving and evolving motorcycle culture, and embodying the values of freedom, life, and the pursuit of happiness.

Horizon Global operates as a joint venture between Horizon Media Holdings and Havas, making it the first global agency network specifically designed to meet the varied needs of modern marketers in an era driven by artificial intelligence. With headquarters in New York, the agency operates in over 100 countries, managing media budgets totaling $20 billion. This positions it well to execute international client projects, primarily focused on the U.S. market. Horizon Global leverages its proprietary BluConverged platform — a fully integrated, AI-driven solution uniting both companies’ capabilities — to provide marketers with advanced analytics, faster results, and unparalleled transparency on a global scale.

The partnership between Harley-Davidson and Horizon Global marks an exciting new chapter for both entities. As they embark on this journey together, the potential for growth and enhanced media effectiveness presents a promising horizon for Harley-Davidson’s efforts to strengthen its brand and connect with riders worldwide. For more information about Harley-Davidson, visit harley-davidson.com.