The Hershey Co. today said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant's global paid media planning and buying.
The review process was part of a regular supplier assessment, but the switch will help Hershey transition to global media planning to support its growth strategy outside the U.S., the company said.
Universal McCann, a company with clients including Sony, Microsoft and Coca-Cola, will take over the Hershey account Sept. 1.
Hershey had previously worked with New York-based Optimum Media Direction, or OMD, for its advertising. OMD has worked on social media and audience engagement campaigns for Lay’s potato chips, Pepsi and Visa.