The Hershey Company announced today that it has selected a newly created team, MiltonOne, from Publicis, as its media agency of record for the company's U.S. candy, mint, gum (CMG), salty and protein business units. Milton Hershey founded the company in 1898.  

The company spent an estimated $300 million on U.S. media last year according to agency research firm COMvergence.  

The appointment followed a formal review that began earlier this year.

“This completes a comprehensive review of all media and solidifies the opportunity to centralize integrated media responsibilities,” within the U.S., the company stated, noting that the review did not include media for Hershey's international markets.  

Horizon Media has served as media agency of record for the company's U.S. confectionary business since 2021. Dentsu, Omnicom and Harmelin Media also have pieces of the U.S. business that are shifting to MiltonOne. 

The Hershey Company's head of U.S. media, Vinny Rinaldi, said Publicis’ “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 was advised by MediaLink during the review.