How Horizon’s Samantha Rose Leads Through Change, Collaboration and Culture

In this episode of Breaking Through the Mayhem, host Adam Katz sits down with Samantha Rose, EVP of Digital & Video Investment at Horizon Media, live from Adweek. With nearly 19 years at Horizon, Sam reflects on how staying curious, collaborative, and adaptable has allowed her to grow alongside one of the industry’s most influential independent agencies. Sam shares how her career evolved from traditional TV buying to leading digital, video, and programmatic investment, and why Horizon’s unique scale and agility make it possible to innovate fast without losing cultural closeness. She talks about the value of combining different types of expertise—technical programmatic knowledge with strategic investment intuition—and why great decisions come from the most informed voice in the room, not just the most senior one. The conversation explores: The evolution of investment leadership across TV, digital, and data-driven buying. How Horizon fosters collaboration and innovation while staying nimble. The launch of Horizon’s new global joint venture and what global expansion unlocks. Learning new technologies and AI in real time without losing authenticity or voice. Leading with transparency and empathy while moving fast in a high-pressure landscape. Sam also opens up about travel, family, music, and the importance of making time for team connection—plus her takes on Broadway concerts, AI-written emails, vacation in Greece, and who she’d choose for a dream dinner in the West Village (spoiler: George Clooney and Jason Sudeikis). A grounded, insightful conversation from a leader who shows that confidence, curiosity, and humor can coexist—and that strong relationships are still the heart of modern media.