{"id":589,"date":"2013-08-26T06:29:33","date_gmt":"2013-08-26T06:29:33","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/um-wins-hersheys-global-media-2-2\/"},"modified":"2017-12-27T00:35:02","modified_gmt":"2017-12-27T00:35:02","slug":"um-wins-hersheys-global-media-2-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/um-wins-hersheys-global-media-2-2\/","title":{"rendered":"UM Wins Hershey’s Global Media"},"content":{"rendered":"

By:\u00a0Noreen O’Leary,\u00a0Adweek<\/em><\/a><\/p>\n

Photo: Scott Eells<\/em><\/p>\n

The Hershey Co. consolidated its global media planning and buying at Interpublic’s UM network, sources said.<\/p>\n

Finalists in the review included Publicis Groupe\u2019s Zenith and incumbent Omnicom\u2019s OMD.<\/p>\n

In July, when Hershey’s\u00a0announced\u00a0second-quarter sales rose 6.7 percent, it also said advertising investment this year will rise 20 percent. Last year Hershey spent $450 million in measured media, per Nielsen. That amount does not include online spending.<\/p>\n

The confectionery company launched a media agency\u00a0review\u00a0last December for TV, print, digital in both the general and Hispanic markets in the U.S. as well as globally, which includes growth regions like China, Mexico, India and Brazil.<\/p>\n

In a statement, Hershey\u2019s said the selection of UM was based on a qualitative and quantitative analysis of the participating agencies, including their capabilities in the U.S. and in key international markets. The transition from OMD to UM begins Sept. 1.<\/p>\n

OMD has handled Hershey\u2019s media buying since\u00a02002\u00a0when Hershey consolidated the business after a review. (Media planning remained with aligned brand agencies.) That consolidation was a change from Hershey\u2019s historical media-buying relationships, which involved separate agency of record assignments by dayparts. At the time the company said, \u201cThe new single point of contact for all media buying will enhance Hershey Foods\u2019 ability to take advantage of cross-platform and bundled media deals from network ownership deals.\u201d<\/p>\n

The review did not impact Hershey\u2019s creative agency, Havas\u2019 Arnold.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Hershey Co. consolidated its global media planning and buying at Interpublic’s UM network, sources said. Finalists in the review included Publicis Groupe\u2019s Zenith and incumbent Omnicom\u2019s OMD.<\/p>\n","protected":false},"author":44,"featured_media":1772,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nUM Wins Hershey's Global Media - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/um-wins-hersheys-global-media-2-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UM Wins Hershey's Global Media - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"The Hershey Co. consolidated its global media planning and buying at Interpublic's UM network, sources said. 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