This week on “Marketing Today,” I speak with Jill Baskin, CMO at the Hershey Company, where she’s been for just over a year now. Previously, Baskin spent 20 years on the agency side before moving to the client side, joining Mondelez International.
During the course of our discussion, Baskin talks about the reorganization at Hershey and her development of a small but nimble and effective in-house creative agency.
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She also discusses the recent campaign work, “Heartwarming the World,” for the Hershey brand itself, what it’s like to work with nontraditional partners, and her views on the future of the agency model.
Discussing the impact Hershey’s in-house agency has had on people at the company and their partners, she notes: “It brings an air of magic to brand management.... People are so excited by this, and so excited by being more hands-on and more direct and quicker. And for my brand partners, it lets them see the ‘making of the sausage,’ which, I think, is not a bad thing.”
Highlights from this week’s “Marketing Today” podcast include:
Links to mentioned resources in the conversation: