USA
Harley-Davidson Consolidates Global Media Account Under Horizon Global, Signalling a New Chapter in Global Advertising Strategy: Horizon Global to Manage Media Strategy, Investment, Planning and Measurement Across Five Major Global Regions, Bringing Greater Coordination to the Iconic Motorcycle Brand’s Advertising Operations. Harley-Davidson, one of the world’s most recognisable motorcycle brands, has awarded its global media account to Horizon Global, the joint venture between Horizon Media and Havas, following a months-long agency review.
The appointment represents a significant global account win for Horizon Global, which will oversee Harley-Davidson’s media strategy, investment, planning and measurement across North America, Europe, the Middle East and Africa, Asia-Pacific, and Latin America.
The move brings Harley-Davidson’s international media operations under a unified agency partnership, reflecting the growing importance of coordinated global advertising strategies as brands seek consistent messaging, improved media efficiency and stronger connections with consumers across different markets.
Horizon Global Strengthens Its International Presence
Established in September 2025, Horizon Global was created through a joint venture between US-based Horizon Media and France-based Havas to compete for multinational advertising and media assignments.
The partnership combines Horizon’s media planning, investment and technology capabilities with Havas’ international network and market presence.
Winning the Harley-Davidson account represents another important milestone for the relatively new agency, following its earlier media business win for footwear brand Skechers.
According to industry estimates from COMvergence, Harley-Davidson’s global media spending approaches $40 million, making the account a significant opportunity for the agency.
Five Global Regions Under One Media Strategy
Under the new arrangement, Horizon Global will manage Harley-Davidson’s media activities across five major geographical regions.
The consolidated mandate covers:
- North America
- Europe
- Middle East and Africa
- Asia-Pacific
- Latin America
The expanded responsibility will allow the agency to coordinate media investment, planning and performance measurement across markets while taking regional consumer behaviour and local market dynamics into consideration.
For a global lifestyle brand such as Harley-Davidson, maintaining a consistent brand identity while connecting with different audiences is particularly important.
The company operates in a competitive international motorcycle market where brand heritage, lifestyle positioning, customer communities and digital engagement play important roles in consumer relationships.
A Significant Win for the Horizon-Havas Partnership
The Harley-Davidson appointment adds momentum to Horizon Global’s ambition to become a stronger competitor in the international media agency business.
The agency’s earlier Skechers win demonstrated its ability to coordinate media operations across multiple international markets. The Harley-Davidson assignment further expands its global client portfolio.
The development also comes at a time when the advertising industry is experiencing considerable consolidation, with multinational brands increasingly evaluating how agencies can deliver integrated media services, technology, data and measurable business outcomes.
For Horizon Media and Havas, the partnership offers an opportunity to combine their respective strengths and compete for larger international assignments.
