HERSHEY CHANGES AGENCY SYSTEM
By Adnews Staff
Hershey Canada has decided to have just one full-time ad agency for five brands, while hiring agencies on a project basis for others. Bozell Palmer Bonner is now the candy firm's lead agency, while a number of others are currently working on projects, Hershey marketing manager Susan Skene said yesterday. She said she would be evaluating this "lead agency concept" and would make a further decision "when or if necessary." This leaves DDB Needham Worldwide in Toronto out of the picture. An item in yesterday's Adnews reported that DDB had split with Hershey. This was based on a press release sent after 5 p.m. Friday (when Hershey Canada officials were unavailable for comment) and also on an interview with DDB president Darryl Lindberg. Lindberg said in the release that the Hershey business still remaining with his agency after Hershey sold Lifesavers wasn't sufficient to be economical, and he reiterated this in a subsequent interview. With the information on hand at the time, Adnews reported that DDB resigned the account. "They didn't resign," Skene told Adnews yesterday. She did not elaborate further except to say that agency and client had mutually decided to part.
Bozell has Oh Henry, Reese, Skore, Twizzlers and Pull-n-Peel brands. DDB previously had Lifesavers, Breathsavers, Glossettes, Eat More and Pot Of Gold. Late last year Hershey sold Lifesavers and Breathsavers, along with Beechnut cough drops, to Beta Brands of Toronto.