Hershey Co. has chosen Horizon Media as the go-to agency for its U.S. confectionery business, dealing a blow to Interpublic Group of Cos. UM, which won Hershey’s global media planning and buying business in 2013.
Dentsu’s Accordant Media, which also handled some digital work, is no longer working on Hershey’s media business.
The six-month review covered all paid media, including linear, digital, social, programmatic and retail, for the company’s candy, mint and gum businesses in the United States, including brands such as Hershey’s , Ice Breakers, Jolly Rancher, Reese’s and Twizzlers. It did not include media from Amplify Foods, home of Pirate’s Booty and SkinnyPop, protein bar unit One Brands or international markets.
“Horizon Media not only demonstrated comprehensive, best-in-class media and omnichannel capabilities, but they also delivered a unique partner-focused collaborative approach, which was a critical part of the review,” said Charlie Chappell, vice-president. president of Hershey’s media, in a statement. “As the world and the media industry are in the midst of significant and rapid change, Hershey needed to ensure we have the right team that will complement and enhance our internal media capabilities.”
Horizon Media’s New York office will handle the account. Hershey was advised by media consultancy ID Comms.
This is the second account win for Horizon this month. Just last week, it was reported that Horizon had been named the go-to media agency for Great Wolf Resorts as the company seeks to make a post-pandemic impact given changes in the travel landscape.
According to data center Ad Age, Hershey was the 113th largest advertiser in the United States in 2019, with total national ad spend up 7.3% to $432 million.
