By: E.J. Schultz & Alexandra Bruell, AdvertisingAge
The Hershey Co. has selected Interpublic’s UM as its global media buying and planning agency following an eight-month review.
Hershey, which has significantly boosted its ad spending this year, had used multiple media agencies across the globe. U.S. incumbent media shop Omnicom Group’s OMD participated in the invitation-only review along with Publicis Groupe’s Zenith. The assignment includes paid media such as TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as international businesses.
“After a comprehensive review, Universal McCann will be a strong partner for The Hershey Company and our portfolio of iconic brands,” Denis Sison, VP for global marketing excellence and equity, said in a statement to Ad Age. “OMD has been a valuable partner to Hershey throughout the years. We would like to sincerely thank them for their work and dedication.”