Hershey’s has added three agencies to its roster following a creative review: Anomaly New York; Barkley in Kansas City; and Argonaut in San Francisco.
The creative review was launched in January, with incumbents Arnold Worldwide and Havas Worldwide not taking part, as they will remain on the client’s agency roster. “Arnold/Havas work is continuing and this is not a replacement, it’s just an addition,” spokeswoman Anna Lingeris told AdAge.
Hershey’s new agencies will be overseeing new strategic project work, although it is unclear exactly what that will entail as Hershey’s “declined to describe the specific brand assignments for its new agencies” to AdAge.
That publication pointed out Hershey’s new additions to its brand portfolio in new product Hershey’s Caramels and the acquisition of jerky maker Krave Pure Foods and it’s possible the new agencies will be used for work on these new additions. Hershey’s spent $726 million on measured media in 2014, according to Kantar Media, and increased its marketing expenses by about 8 percent in the first quarter of this year.