Legacy marketer Hershey welcomes the balance of martech intelligence

Geoffrey Precourt

Hershey, the confectionery manufacturer, is seeking to find the right balance between established marketing best practices and newer modes of communication.

“My 11-year-old son and I were streaming a two-hour college basketball game,” Charlie Chappell recalls, “and we saw 25 ads for a local car dealership.

“My son asked, ‘Daddy, why do we keep seeing that ad?’"

The fatherly response: “I have to explain all the things that are wrong in the marketing ecosystem,” the head of integrated media & communications planning at the Hershey Co. explained.

“And then it ended with, ‘For some reason, we're a really low CPM [cost per thousand] household. I don't understand how that is.’”

The son was paying attention to his dad’s details and, as...

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