IPG’s Mediabrands has been selected to handle media planning and buying for GEICO, concluding a long-standing relationship with Horizon Media. The transition follows a media review initiated last fall by the insurance company.
Horizon Media had served as GEICO’s primary outside media partner for over twenty years. During that tenure, Horizon managed most traditional media channels and some digital components. Prior to the review, GEICO kept digital performance, search, and social media efforts largely in-house.
According to agency research firm COMvergence, GEICO spent nearly $1.4 billion on measured media last year. Approximately $825 million was allocated to offline channels, while $550 million was designated for digital platforms.
GEICO Chief Marketing Officer Damon Burrell, who joined the company last year, expressed enthusiasm about the new arrangement. He stated that the partnership represents a milestone in the company’s marketing evolution and aims to transform how integrated marketing strategies are designed to meet customer needs.
The companies indicated that the collaboration will focus on modernizing GEICO’s go-to-market approach. Goals include generating data-driven solutions, reimagining conventional marketing frameworks, and maximizing media efficacy to support customer needs.
GEICO’s creative agency remains The Martin Agency, which is also part of Interpublic. Interpublic CEO Philippe Krakowsky noted that the firm is honored to extend its relationship with GEICO as a creative partner. He added that bringing IPG Mediabrands’ media capabilities to the account will support an audience-led approach.
Bill Koenigsberg, founder and CEO of Horizon, issued a statement reflecting on the 29-year relationship with GEICO. He described the partnership as rare in the industry and highlighted the growth Horizon helped drive, noting the company’s rise from eighth to second place in the auto insurance industry.