December 21, 2012
Hershey's is talking to search consultants about managing its global media review, the company told Adweek.
A Hershey's representative did not identify the consultants under consideration. Once a consultant is in place, the company will issue a request for proposals, most likely next month.
Various media agencies work on the brand in markets around the world and have been invited to participate, according to the rep. In the U.S., for example, Omnicom Group's OMD handles the business. Hershey's consolidated domestic responsibilities at OMD in 2002.
The assignment includes the planning and buying of media in TV, print and digital for both the general and Hispanic markets. Global media spending was not available, but in the U.S. alone last year, Hershey's spent nearly $400 million, according to Nielsen. That figure does not include online spending.
A consolidation of the business under a single agency is one possible outcome.
"As part of the company’s governance policy of periodically assessing strategic supplier contracts, this review will ensure it is receiving the most effective and efficient service," Hershey's said, in a statement. "The review will also give Hershey an opportunity to develop a more globally integrated media planning and buying process as it continues to build and grow its brands around the world."
Hershey's plans to complete the review by summer.
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