The growth and evolution of Horizon Media has been rapid and ongoing during my tenure. Our philosophy of "building brands through effective marketing counsel, strategic planning, media negotiation and placement' has not changed, but how we strategically approach this continues to evolve.
The restructure to "Brand Teams" consisting of Account and Planning arms allows for more focused and collaborative media discussions and planning. While working cohesively, the Account Team is driven by consumer insights and the uniqueness of the brand; the Planning Team concentrates on the relevant communication channels.
Research is a cornerstone for our strategic plans and we continue to expand in that area. The Consumer Insight and Channel Insights teams provide strategic support to the Brand Team. They develop proprietary research, evaluate emerging communication channels to determine relevancy to the consumer and act as futurists. Their input and findings help guide the overall strategic direction.
What has not changed over the years is "business is personal" philosophy. Throughout our process, from building client relationships to individual employee dedication to cross department collaboration, business has always been personal at HMI.
Elyse Pollock
Brand Strategy (New York)
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