UM beats Zenith and OMD for Hershey’s global media buying account
Hershey’s global media planning and buying account has gone to Interpublic's UM network, according to AdWeek.
The agency beat out Publicis Groupe’s Zenith and incumbent Omnicom’s OMD, which has held the account for 11 years. A spokesperson said the choice was based on qualitative and quantitative analysis of the agencies’ capabilities, in key international markets as well as in the US.
Hershey’s spent $450m in measured media last year, and has said it will increase advertising investment by 20 per cent this year.
The account move is effective 1 September.
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Zenith Media
Zenith, part of the Publicis Groupe, is one of the world's leading global media services agencies.
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