He Said, Hershey Said: Anomaly Says Account Was Resigned While Brand Disputes Claim

Candy brand will work with Droga5 and McGarryBowen in U.S.

a hershey kiss with the logos for anomaly, droga5 and mcgarrybowen
The Hershey Company tapped Droga5 and McGarryBowen as new agencies to work with. The Hershey Company

Anomaly is off The Hershey Company’s agency roster in the U.S., with both Droga5 and McGarryBowen now serving as the candy brand’s creative agencies.

A spokesperson confirmed that The Hershey Company is now working with Droga5 and McGarryBowen on creative in the U.S., but declined to elaborate on which brands each agency would work on.

The confectionary kingpin is no longer working with Anomaly in the U.S but is continuing to work with the agency in Canada, a Hershey spokesperson confirmed, while declining to elaborate further. Hershey sent several of its most prominent brands to Droga5 in September 2018, ending its relationship with Crispin Porter + Bogusky after the company consolidated its creative account with them and Anomaly back in 2017.

Anomaly claims it resigned the account back in November, but Hershey disputed that claim.

“We resigned the business at the back end of November. We had a great run over several years but had reached the stage where we were no longer bringing out the best in each other; sometimes you just have to be honest, have a hug and call it,” Anomaly founder and creative chairman Carl Johnson said in a statement.

A source with knowledge of the account claims Anomaly resigned the business after the client opened up a pitch for its Reese’s Take 5 Super Bowl ad to other agencies. McGarryBowen subsequently created the “Rock” spot that ran during the Super Bowl.

Hershey spent over $492 million on media in 2018 and over $332 million in the first nine months of last year, according to Kantar Media.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.