Petco taps Horizon Media as strategic media agency of record
Petco has hired independent media agency Horizon Media as its strategic media agency of record just one month after the pet retailer brought on Anomaly as its new creative agency and four months into the tenure of its new Chief Marketing Officer Tariq Hassan.
Last month, the chain said its in-house media team was working with Portland-based Sq1 on digital media. Petco continues to work with Edelman, its PR agency-of-record.
Under pressure from startups in recent years, traditional retailers like San Diego-based Petco have been forced to pivot to remain relevant to pet owners, of which roughly 40 percent are millennials, according to the American Pet Products Association. Several brands are vying for their piece of the $63 billion pet industry as millennials become pet owners in order to practice parenting before having kids. Petco in particular has been focused on improving its retail strategy.