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Last year, U.S.-based independent media agency Horizon Media walked away with The Hershey Company’s U.S. media business at the end of a six-month media review. One key to winning the business? Horizon’s proprietary data platform, blu.
Hershey’s invited every holding company to participate in the review, according to Charlie Chappell, vp of media at Hershey’s. During the process, he scrutinized each competitors’ platform. All of Horizon’s competitors—the large holding companies—have one. A CPG brand like Hershey’s already has broad reach.
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