SharkNinja has signed Horizon Next, the strategy, data and innovation unit of Horizon Media, to be its new media agency of record across the U.S. and Canada. The agency’s mandate is to support SharkNinja’s brand, direct-to-consumer and retail marketing in North America. This includes media strategy, buying and advanced analytics across a mix of media leveraging Blu, the agency’s connected marketing platform. Blu identifies actionable consumer insights that help deliver personalized and engaging consumer experiences.

The appointment is effective immediately.

Ad campaigns for SharkNinja will span across all media channels such as video, social, search, digital, programmatic, audio, OOH and will also tap into Horizon’s Specialty Groups Horizon Sports & Experience and the Nightmarket omnichannel commerce unit.

SharkNinja says it selected Horizon Next because of its expertise in the D2C category, ability to drive retail sales and passion for helping brands in breakthrough categories with smart and efficient strategies.