Why Hershey Co. is “agnostic” about digital – and legacy – media choices

Hershey, the confectionery manufacturer, puts a growth agenda at the heart of its media plan, allowing it to adapt at speed as required.

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.”