Hershey Shifts to Arnold, NCP

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NEW YORK Hershey said it has tapped Havas’ Arnold and independent North Castle Partners as lead creative agencies on its U.S. confectionery and snack businesses without a review.

The client in Hershey, Pa., spent about $155 million on ads last year and nearly $100 million through the first half of 2005, per Nielsen Monitor-Plus. (One source pegged Arnold’s share at roughly two-thirds of the overall business.)

The work had previously been handled mainly by WPP Group’s Ogilvy & Mather (which had Hershey’s Kisses and Reese’s) and Omnicom Group’s DDB (which worked on Kit Kat and the namesake Hershey bar, among others), both in New York.

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