Chobani has chosen independent shop Horizon as its media agency of record after a competitive review. This news ends a nearly five-year relationship between the yogurt giant and Omnicom's OMD.
"After a thorough and comprehensive search with many great agencies, we've decided Horizon is the best fit for us," said a Chobani spokesperson. "Their creativity and modern thinking fit our approach, momentum and growth goals."
A Horizon spokesperson confirmed that the agency would handle strategic planning and media investment for the company's entire product portfolio, adding, "The Horizon team is honored to work on such an innovative brand; one with like-minded entrepreneurial roots, and a shared appreciation for the importance of fostering an award-winning workplace culture that is focused on nurturing an inventive mindset to ignite new ideas."
In addition to concluding its media review, Chobani also hired longtime Starcom MediaVest Group planner and strategist Danielle Cherry as its new senior director of media investment and connections planning, beginning Aug. 29. Cherry held multiple leadership roles within the Publicis Groupe organization over the past 15 years, most recently serving as its svp, human experience strategist.
Chobani's last major review happened in 2011, with OMD winning media and Leo Burnett winning creative. After Burnett's yearlong contract expired, the client moved its business to Boston-based Boathouse without a review and later signed Droga5 as its agency of record before ending that relationship in March 2015 as it moved to bring more of its own marketing work in-house.
In July, Leland Maschmeyer—former agency strategist and co-founder of the Collins consultancy—came on board as Chobani's first chief creative officer. He reports directly to the company's chief marketing and brand officer/former DDB Chicago president and CEO Peter McGuinness.
Chobani has worked with New York's Opperman Weiss on projects like its recent Team USA campaign and will continue to do so moving forward. Its roster also currently includes experiential agency Momentum Worldwide.