Hershey deploys strategy for global growth

HERSHEY, Pa. — The Hershey Company has selected Universal McCann to handle its global media planning and buying activities.

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 move is a result of the company’s governance policy of periodically assessing strategic supplier contracts to ensure effective and efficient service. And the timing was right for the company, which was ready to focus on global growth.

The company selected the agency 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, VP, 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.

Headquartered in Hershey, Pa., the Hershey Company has operations throughout the world and approximately 14,000 employees. It offers confectionery products under more than 80 brand names, including 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.