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Move Consolidates $150 Million Account

By Published on .

NEW YORK (AdAge.com) -- Hershey Foods Corp. said today it has named Omnicom Group's OMD Worldwide agency of record for its $150 million media buying account.

The decision came after a six-week review that included incumbents OMD and WPP Group's MindShare as well as Interpublic Group of Cos.' Initiative Media.

Previously, Hershey assigned media-buying responsibilities to agencies by dayparts, but the company said in a statement that "the new single point of contact for all media buying will enhance [our] ability to take advantage of cross-platform and bundled media deals from network ownership groups."

Brand agencies, including Omnicom's DDB Worldwide, New York, will retain media planning responsibilities.

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