Charlie Chappell, head/integrated media and communications planning at the Hershey Co., has only one consideration when it comes to the ways that his brands engage with consumers.

“Whenever we drive growth,” he told delegates at the Association of National Advertisers’ (ANA) 2019 Media Conference, “I'm agnostic to how we do it.”

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Charlie Chappell, head/integrated media and communications planning, Hershey Co.

“My only performance metrics are sales share and profit,” he insists. And because his favorite platform is simply the one that drives growth to the bottom line, “That gives us a great deal of agility to move to what's working and away from what's not.”

As such, the Hershey media team works without a separate digital media group or an isolated digital marketing unit.