How Hershey masters recency in a sea of data

The Hershey Co, the candy manufacturer, is building a data strategy that solves the specific problems facing its brands and categories.

“We’re the posterchild for recency theory,” says Charles Chappell, the Hershey Co.’s head of global media and agency excellence.

“Our product is available everywhere.”

Indeed, he told an audience at the Association o

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