Hershey Shifts $60 Mil. in Creative Duties to 3 Shops

NEW YORK–Hershey Foods Corp. has realigned an estimated $60 million worth of new and existing creative business with incumbents WPP Group’s Ogilvy & Mather and Omnicom’s DDB, both in New York, and awarded new business to North Castle Partners, Stamford, Conn. All assignments are effective immediately, the client said.

Ogilvy will assume responsibility for Reese’s FastBreak candy bar, in addition to its ongoing work on Reese’s Peanut Butter Cups. In addition, Ogilvy picks up duties for a new, undisclosed, product, a representative for the Hershey, Pa.-based confection maker said. DDB will handle Hershey’s Chocolate and Chocolate with Almonds Bars, Hershey’s Miniatures and Nuggets. North Castle Partners handle Ice Breakers brand advertising.

DDB handles Hershey’s Chocolate Syrup, Kit Kat, PayDay, Twizzler’s, York Peppermint Patties and had handled Reese’s FastBreak.

Ogilvy had handled Hershey’s Chocolate and Chocolate with Almonds Bars, as well as Miniatures and Nuggets.

Hershey began exploring the realignment last February, when it launched a $175 million media review. OMD in New York handles media. The changes were driven by new executives who sought to focus spending on its core brands, sources said.

Ogilvy and DDB have a long history with the client. Hershey has worked with DDB since 1978 and with Ogilvy since 1969.