HERSHEY GIVES MCGARRYBOWEN A PIECE OF ITS CREATIVE BUSINESS

Hershey Co. has given McGarryBowen a significant project while keeping its two creative incumbents on board, Ad Age has learned.

“Hershey has added McGarryBowen to its roster of agencies, which also includes Anomaly and CP&B,” the company confirmed in a statement to Ad Age. “It’s a great time to work on our iconic brands at Hershey. It’s a time of creative disruption and we look forward to groundbreaking creative from all of our agency partners.”

Hershey slimmed down its creative agency roster in 2017, dropping Arnold and Havas. Now it seems to have decided the more, the merrier.

Dentsu-owned McGarryBowen and MDC Partners’ Anomaly and CP&B could not be immediately reached for comment late Friday.

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The addition of McGarryBowen comes after Jill Baskin joined Hershey in 2017 following years in marketing roles at Mondelez International Inc. and its predecessor, Kraft. McGarryBowen works with both Mondelez and Kraft Heinz. Another Hershey executive with McGarryBowen ties is Mary Beth West. Soon after she joined JC Penney in 2015 as executive VP-chief customer and marketing officer, West selected McGarryBowen as its agency of record; in 2017, she left to join Hershey as its chief growth officer. McGarryBowen lost the JC Penney account earlier this year. Prior to JC Penney, West also worked at both Mondelez and Kraft.

Read more at Ad Age: http://adage.com/article/cmo-strategy/hershey-mcgarrybowen-a-piece-creative-business/313299/

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