The candy giant Hershey is reviewing its list of US media agencies.
The review covers services for all pay media, including linear, digital, social, programmatic, and retail stores, for Hershey's U.S. candy, mint, and chewing gum businesses. Media responsibility for Hershey's Amplify Foods and ONE brands for Hershey's international markets will not be part of the process. ID Comms is advising the company on the verification process. A decision is expected to be made in the second quarter of 2021.
Hershey launched the review in light of the rapid changes in the media landscape and is looking for partners to best compliment the internal team.
"As the media evolves and transforms into an omnichannel world, we want our selected partners to expand our strong internal capabilities and continue to ensure that our media investments remain a growth engine," said Charlie Chappell, Hershey Company's chief media officer. said in a statement.
Hershey has previously worked with a variety of media agency partners, including IPG media agency UM and Dentsus Accordant, and handled some of the media purchase in-house. Accordant and UM were invited to participate in the review based on sources familiar with the process. The company has invested heavily in creating a sophisticated in-house media team over the past few years. Earlier this year, Hershey hired Nestlé's Amy Good, who was recently promoted to Director Integrated Media.
According to Kantar Media, the Hershey Company spent nearly $ 480 million on all of its brands last year and over $ 211 million in the first six months of 2020. As mentioned earlier, the review doesn't cover all of Hershey's brands, and the company manages part of its media account in-house.