Hershey Selects Global Media Planning, Buying Agency
Published in CSP Daily News
Selection follows review process started earlier this year
HERSHEY, Pa. -- The Hershey Co. announced that it has selected Universal McCann to handle its global media planning and buying activities. The decision concludes an eight-month account review process that began at the beginning of the year and included all incumbent agencies.
Hershey's global media assignment includes all paid media, including TV, print, digital and Hispanic for the U.S. business--the company's largest--as well as Hershey's growing international businesses.
The review was initiated as part of the company's governance policy of periodically assessing strategic supplier contracts to ensure effective and efficient service. It also created the opportunity for Hershey to transition to a globally integrated media planning and buying process to support its growth around the world.
The agency selection was based on a qualitative and quantitative analysis of the participating agencies, including capabilities in the U. S. and key international markets.
Hershey's appointment of Universal McCann succeeds incumbent agency OMD.
"After a comprehensive review, Universal McCann will be a strong partner for The Hershey Company and our portfolio of iconic brands," said Denis Sison, vice president of global marketing excellence and equity. "OMD has been a valuable partner to Hershey throughout the years. We would like to sincerely thank them for their work and dedication."
The account transition to Universal McCann will begin Sept. 1, 2013.
Hershey is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Based in Hershey, Pa., the company has operations throughout the world and approximately 14,000 employees. With revenues of more than $6.6 billion, Hershey offers confectionery products under more than 80 brand names, including such iconic brands as Hershey's, Reese's, Hershey's Kisses, Hershey's Bliss, Hershey's Special Dark, Kit Kat, Twizzlers, Jolly Rancher and Ice Breakers. The company is focused on growing its presence in key international markets such as China, Mexico and Brazil while continuing to build its competitive advantage in the United States and Canada.