The appointment concludes a 6-month review led by ID Comms.
The appointment concludes Hershey’s six-month media agency review managed by consultancy ID Comms, which saw Hershey search for a media agency partner to complement its in-house team. The Hershey Company spent around $275 million on media in the U.S. last year, according to data consultancy COMvergence.
“Horizon Media not only demonstrated comprehensive, top-notch media and omnichannel capabilities, but they also provided a unique collaborative partner-first approach which was a critical component of the review,” Hershey’s vp, media Charlie Chappell said in a statement. “As the world and media industry are in the midst of significant and rapid changes, Hershey needed to ensure that we have the right team who will complement and enhance our internal media capabilities.”
Iconic candy company Hershey’s has selected Horizon Media as media AOR for its U.S. confectionery business (candy, mint and gum) after a review that began last November.
Spending in the U.S. was about $378 million last year, down about $100 million from 2019, according to Kantar Media.
The remit includes all paid media, including linear, digital, social, programmatic and retailer media. The review did not include media for Hershey-owned Amplify Foods and ONE brands or Hershey's international markets.
Hershey Co. has picked Horizon Media as the agency of record for its U.S. confectionery business, in 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 had also handled certain digital duties, is no longer working on Hershey’s media business.
The six-month review covered all paid media, including linear, digital, social, programmatic and retailer, for the company’s candy, mint and gum businesses in the U.S., including brands such as Hershey’s, Ice Breakers, Jolly Rancher, Reese’s and Twizzlers. It did not include media for Amplify Foods, home to Pirate’s Booty and SkinnyPop, protein bar unit One Brands or international markets.
Horizon Media’s New York office will service the account. Hershey was advised by media consultancy ID Comms.