Chocolate marketer Hershey has consolidated its global media agency account with Interpublic Group’s UM, the company confirmed Monday.
The decision came after a review that was announced in December and takes effect Sept. 1.
The company spends an estimated $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That's after a significant hike in spending last year.
OMD was the U.S. incumbent and had handled the assignment for over a decade. Also participating was Publicis Groupe’s ZenithOptimedia.
The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.--the company’s largest market--as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil.
“After a comprehensive review, Universal McCann will be a strong partner for The Hershey Company and our portfolio of iconic brands,” stated Denis Sison, Vice President, Global Marketing Excellence & Equity. “OMD has been a valuable partner to Hershey throughout the years. We would like to sincerely thank them for their work and dedication.”
Headquartered in Hershey, Pa., the company says it has operations throughout the world and approximately 14,000 employees. With revenues of more than $6.6 billion, Hershey offers confectionery products under more than 80 brand names including Hershey’s, Reese’s, Hershey’s Kisses, Hershey’s Bliss, Hershey’s Special Dark, Twizzlers, Jolly Rancher and Ice Breakers.