Media Consolidation by A Place For Mom Lacking Review, Designates Horizon Media as Agency of Record (AOR)
--A Place For Mom (APFM) has selected Horizon Next, a division of Horizon Media, as its media agency of record to consolidate its media mix ahead of the upcoming holiday season. The U.S. independent agency, which has managed APFM's traditional media investments since 2020, has recently secured its digital business without a formal review process and is currently responsible for managing its digital channels.
APFM specializes in offering free, personalized, and impartial guidance to families and caregivers during their search for senior living options. According to APFM's senior vice president of marketing, Lauren Radcliffe, the holidays present a key opportunity to promote the services offered by APFM, given the increased focus on family and caregiving during this season.
By partnering with Horizon Next, APFM may aim to broaden its audience reach by tapping into new demographics through Horizon's various channels. This union could also help bolster APFM's brand awareness and credibility by capitalizing on Horizon's existing reputation and media presence.
Consolidating media efforts with a strategic partner like Horizon Next could also lead to cost efficiencies and synergies. This collaboration could enable both parties to pool their resources and shared expertise to achieve common marketing objectives more effectively. Ultimately, a targeted messaging strategy might help APFM resonate more powerfully with families and caregivers during the holiday season.
Official announcements or statements from either A Place For Mom or Horizon Next are necessary to confirm the reasons behind this consolidation move.
The partnership between APFM and Horizon Next could potentially extend APFM's investments in finance and business to various digital channels, aiming to expand audience reach. This collaboration might also boost APFM's credibility by leveraging Horizon's reputation and media presence, ultimately helping APFM resonate more effectively with families and caregivers during the holiday season.
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