- The Hershey Company has chosen Publicis Groupe to handle its U.S. media duties following a review overseen by MediaLink, according to a press release. The review didn’t include Hershey’s international business.
- Publicis has formed a bespoke unit, MiltonOne, to act as agency of record (AOR) for the marketer’s candy, mint, gum, salty snacks and protein offerings. MiltonOne includes a custom solution for Hershey and draws on talent from across the agency’s network.
- Publicis was praised by Hershey for its strong grasp of strategic planning and data and technology. The ad-holding group has emerged as a top performer amongst large agencies due to its data-driven marketing capabilities and Power of One operating model.
The wins keep rolling in for Publicis, which has outperformed peers within the agency space as its streamlined operating model and data-marketing bets gain further traction with brands. The media agency change completes a review Hershey kicked off in May and comes because the confectionery giant has been pushing to expand its business right into a more diversified snacking company, including through heftier marketing expenditures. Divisions like salty snacks have surpassed $1 billion in sales but Hershey’s has also contended with consumer spending pullbacks resulting from inflation and better prices for ingredients like cocoa.
Hershey’s promoting and related consumer-facing expenses rose 12% 12 months over 12 months in Q1. The marketer previously had a patchwork of media agency partners within the U.S. and is now centralizing its work under one dedicated team. The unit’s name, MiltonOne, is a nod to Hershey’s founder Milton Hershey.
Hershey has also been experimenting more with artificial intelligence (AI) to improve media efficiency and performance around key occasions like Halloween. Publicis, like many agencies, has leaned heavily into AI to position itself on the forefront of a tech trend that’s poised to disrupt marketing.
“Publicis demonstrated leading expertise to speed up key capabilities while unlocking value and growth for our brands at Hershey,” said Vinny Rinaldi, head of U.S. media at The Hershey Company, in an announcement across the AOR appointment. “Their strong give attention to strategic planning, integrated investment, and data & technology enhancements will complement our internal integrated media capabilities as we propel Hershey into the longer term.”
Publicis nabbing one other big account comes ahead of its first-half trading update scheduled for Thursday. Earlier this month, The Lego Group named Publicis One its global media agency following an intensive 18-month pitch. Interpublic Group’s Initiative, which is assisting with the transition, previously handled the toymaker’s media business for seven years.
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