Harley-Davidson Selects Horizon Global as Growth Partner

The partnership will bring the brand’s media operations together under a single, integrated global operating model.

New York (ANTARA/PRNewswire) — Horizon Global, a bold and innovative alternative agency, has won the contract to handle Harley-Davidson’s global media business after a review process lasting several months. The move is expected to bring greater transparency, clarity and consistency to Harley-Davidson’s global media operations, helping the brand connect more effectively with current and prospective riders across markets, broaden its global audience reach, and improve coordination, consistency and efficiency in its media investment.

“Harley-Davidson is about bringing excitement and a confident style to the world of motorcycling. Horizon’s integrated media approach gives us an opportunity to serve our loyal riders better while welcoming new ones. The two teams are a great fit. The Horizon team has as much passion for media as we do for motorcycles,” said Marcus Fischer, Harley-Davidson’s chief brand officer.

Horizon Global will oversee media strategy, investment, planning and measurement across North America, EMEA, Asia-Pacific and Latin America. The appointment reflects the appeal of Horizon Global’s approach, which gives marketers a broader choice through a model combining global scale and capabilities with the agility and entrepreneurial spirit to challenge convention. For Harley-Davidson, this means better visibility and coordination across its global media operations, while retaining market-level insight and the flexibility needed to engage in locally relevant ways.

“Few brands have transformed their customer base into a lifelong lifestyle movement in the way Harley-Davidson has,” said Bob Lord, chief executive of Horizon Global. “Marcus and his team understand the diverse needs of today’s global marketers and share the belief that meaningful growth comes from challenging convention. We have developed deep respect for the Harley-Davidson team throughout this process, and we are excited to get started, helping them realise their ambitions and drive measurable business growth.”