Hershey Launches Global Media Agency Review

In the U.S. Alone, Hershey Spent More Than $450 Million in Measured Media Last Year

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The Hershey Co. is launching a global agency review for media planning and buying.

The move does not impact Hershey's creative agency, Havas-owned Arnold . "The review 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 global businesses," the candy giant said in a statement. "This includes the company's key growth markets of China, Mexico, India and Brazil."

Hershey uses multiple media agencies across the globe. U.S. incumbent media shop Omnicom Group's OMD is expected to participate in the invitation-only review.

Request for proposals will go out early next year and Hershey expects to have a decision this summer.

"As part of the company's governance policy of periodically assessing strategic supplier contracts, this review will ensure it is receiving the most effective and efficient service," the company said. "The review will also give Hershey an opportunity to develop a more globally integrated media-planning and -buying process as it continues to build and grow its brands around the world."

The review comes as Hershey looks to grow its global footprint. The marketer is the second-largest confectionary company in the U.S. with 24.2% share, trailing Mars Inc., which has 30.8%, according to Euromonitor International. But globally, Hershey ranks fourth, with 4.9% share.

Hershey has been plowing more money into advertising spending in recent years, with ad expenses expected to jump from 13% to 15% this year compared with 2011, the company recently told analysts. In the U.S., Hershey spent $463 million on advertising last year, making it the nation's 85th-largest advertiser.

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