The Hershey Co. 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, Global Marketing Excellence & 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.