Hershey selects bespoke Publicis group for US media

Hershey Co. has selected a bespoke Publicis team, MiltonONE—a nod to the company’s founder, Milton Hershey—as its new U.S. media account partner. MiltonONE will handle U.S. media for Hershey’s candy, mint, gum, salty snacks and protein business units. Media had previously been housed at multiple agencies, including Dentsu, Horizon Media, Harmelin Media and Omnicom. In a statement, Hershey said the goal was to “centralize integrated media responsibilities.” The two-month review was led by MediaLink. The change comes as Hershey’s ad spending has steadily increased in recent years. The company’s total global advertising expense was nearly $604.9 million in 2023, almost $517.7 million in 2022 and close to $511.8 million in 2021, according to its latest annual report. Hershey Co. ran a Reese’s Super Bowl ad in February, its first appearance in the game since 2020. “Publicis demonstrated leading expertise to accelerate key capabilities while unlocking value and growth for our brands at Hershey,” Vinny Rinaldi, head of U.S. media for Hershey, said in a statement. “Their strong focus on strategic planning, integrated investment, and data & technology enhancements will complement our internal integrated media capabilities as we propel Hershey into the future.” Hershey previously reported that first-quarter net sales rose 10.4% to nearly $2.71 billion in its North America Confectionery segment and 1.9% to $275.1 million in its North America salty snacks segment. Agency Review Tracker Stay up to date with the latest account reviews Click here

Hershey selects bespoke Publicis group for US media

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