Hershey Adds CP&B to Core Agency Roster

The Candy Giant's Agency Addition Comes Months After New CMO Appointed

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Hershey chocolate bar
Hershey chocolate bar

Hershey Co. is bringing CP&B onto its core roster of agency partners, Ad Age has learned, the latest update to the company's marketing efforts.

CP&B's addition was confirmed late Monday in a statement attributed to Chief Marketing Officer Peter Horst. The company's core roster now includes Arnold/Havas, Anomaly and CP&B.

"In a fast-changing media landscape, we need to continually find powerful ways to emotionally engage our consumers. We believe that a robust, multi-agency structure is the best way to serve our brands. It allows us to align the needs of each brand to the unique capabilities of each agency." - Hershey CMO Peter Horst.

In April, Hershey added Anomaly New York; Barkley Kansas City; and Argonaut San Francisco to its roster for strategic projects. At that time, incumbents Arnold Worldwide and Havas Worldwide were retained. Mr. Horst joined the company as CMO in July.

Barkley is still working on a project, Hershey said.

"I have great confidence in all of our agency partners and look forward to exciting times ahead," Mr. Horst said in the statement, adding that Hershey currently has nearly 20 active marketing campaigns.

Hershey's U.S. ad spending fell 2.8% in 2014 to $744.9 million, ranking it as the nation's 60th-largest ad spender, according to the Ad Age Datacenter. This year's marketing spending will include the company's Olympic Games push. Hershey announced a five-year partnership with the U.S. Olympic Committee in 2015, with the company serving as an official sponsor and the confectionery partner of Team USA.

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