Burlington Stores Appoints Horizon Media as Agency of Record

Longtime incumbent was IPG Mediabrands' Initiative

Horizon Media swiped Burlington account from Initiative. - Credit by Getty Images
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Burlington Stores, the national off-price retailer of 640 department stores best known for their wide array of coats, has sent its media account to Horizon Media following a review, ending its longtime relationship with IPG Mediabrands’ Initiative.

It is unclear if Initiative tried to defend the account as a representative for the agency did not immediately return a request for comment.

“We are excited to work with Horizon to continue to reach our target customer where she is spending time across the entire media landscape,” Bart Sichel, Burlington CMO and executive vice president, said in a statement. “Horizon has the right blend of negotiating savvy and analytic tools to help us continue to make progress growing our brand.”

Horizon Media said in a statement that competing agencies were challenged with bringing “an ROI mindset” to the “lengthy” pitch process, and with optimizing “marketing and campaign performance across the entire Burlington business.” Horizon added its “innovative retail expertise” separated it from rivaling agencies, and it brought “a unique perspective on how best to leverage data continuously throughout the consumer journey.”

“Burlington has been one of the few strong performers in the retail category,” Jake Phillips, svp and managing director of Horizon Media, said in a statement. “They were looking for an innovative approach to further differentiate the brand and a compelling value proposition. From the first meeting, we showed a great willingness to collaborate and be flexible to their needs. We showed a deep understanding of their consumer, how to reach and engage with them more effectively, and we demonstrated that advanced measurement and analytics was core to our DNA.”

Horizon Media said it leaned on its trade and barter partner, Evergreen Trading, during the pitch process. Evergreen Trading was awarded the trade portion of the Burlington business, effective in the fourth financial quarter of this year.

Burlington spent $65.7 million on measured media in the U.S. in 2017 and $11.8 million so far this year, according to Kantar Media.

R3 Worldwide handled the review.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.