PurposeBuilt Brands extends media partnership with Horizon

Horizon Big has been appointed media planning and buying agency of record for PurposeBuilt Brands’ full eight-brand consumer portfolio, expanding an existing partnership between the two companies.

The expanded remit builds on a relationship that began in February 2024 and positions Horizon Big to deliver a full-funnel media strategy spanning national brand building and retail media activation.

From project work to portfolio-wide AOR

As agency of record, Horizon Big will oversee integrated media strategy across PurposeBuilt Brands’ portfolio, which includes Weiman, Goo Gone, Green Gobbler, and Harris. The work covers both brand investment and commerce-led execution across major retail platforms.

The partnership brings Horizon Big’s AI-native Blu platform into the centre of PurposeBuilt’s media approach, supporting audience intelligence and closed-loop measurement across campaigns.

Horizon Commerce will manage retail media activity across Amazon, Walmart, Home Depot, Lowe’s, Target, and Kroger, coordinating planning and activation across these environments.

Early results from the partnership informed the expanded remit. Following Horizon’s appointment in 2024, Green Gobbler became the fastest-growing brand in the US plumbing and drain care category and reached the top brand position on Amazon in 2025.

Audience intelligence and incrementality focus

Jon Bellante, chief marketing officer, PurposeBuilt Brands: "This partnership reflects our confidence in Horizon's ability to connect sophisticated audience intelligence with measurable commerce outcomes. Our brands are at different growth stages with different jobs to be done, from challenger brands growing share of purchase occasions to market leaders defending against incursion. We needed a partner that could build individualized audience frameworks for each brand while unifying measurement across the portfolio."

Incrementality is a central pillar of Horizon Big’s approach, with a focus on driving net new customers and increased usage across both need-based and everyday household product categories.

Using Blu’s 260 million deterministic consumer profiles integrated with retailer clean rooms, Horizon Big will develop custom audience segmentation and propensity models based on category affinity, purchase frequency, and lifetime value.

Gene Turner, president global chief client officer, Horizon Media: "PurposeBuilt understands that shopping discovery now happens everywhere, all at once. Brands are operating in an environment where 62 percent of consumers use ChatGPT or Google Gemini to find products, and 83 percent of U.S. households shop on Amazon. At the same time, consumers increasingly express feelings of financial uncertainty. So the ability to pair the right product and portfolio messaging with the right audience isn't just a competitive advantage, it's table stakes. Our Blu platform creates a customer-centric revenue growth engine that connects strategy through to measurement."

Advanced analytics and attribution modelling

The scope of work includes strategy, planning, and activation across search, social, connected TV, online video, streaming audio, display, programmatic, and traditional channels.

Horizon Big’s Advanced Analytics team will develop omnichannel return-on-ad-spend models using Shapley and Markov chain attribution methodologies, with dedicated models across Weiman, 30 Seconds, Green Gobbler, and Harris.

www.purposebuiltbrands.com

www.horizonmedia.com

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