Horizon Media and Hershey's embark on the latest phase of their client collaboration, utilizing the blu. data platform for their projects, marking a significant leap in their endeavors.
In a competitive six-month media review process, independent media agency Horizon Media has secured The Hershey Company's U.S. media business, marking a significant partnership for both parties. The win was partly due to Horizon Media's use of their proprietary data platform, blu.
The media review process, aimed at finding an agency with a platform that could complement Hershey's existing broad reach, involved evaluating various platforms offered by different agencies. According to Charlie Chappell, VP of media at Hershey's, every holding company was invited to participate in the review.
Horizon Media's success in winning The Hershey Company's U.S. media business can be attributed to the significant role played by their proprietary data platform, blu. This advanced analytics tool enhances targeting, optimizes media spend, and measures the effectiveness of advertising campaigns, providing deeper insights and more precise, data-driven decision-making capabilities.
The need for a data-rich solution was crucial for Hershey's to reach nearly every individual in the U.S., as the CPG brand already has broad reach. By utilizing blu, Horizon can offer clients like Hershey more granular audience understanding and the ability to optimize media strategies in real time. This technological edge helps demonstrate clear ROI and campaign performance, which is critical in a competitive agency selection process.
The use of such proprietary tools reflects a broader industry trend where data-driven platforms are key differentiators in winning large media mandates. The significance of blu in securing The Hershey Company's U.S. media business underscores that Horizon’s combination of data technology and strategic planning, anchored by blu, played a pivotal role in securing this significant client partnership.
This change in the Hershey Company's U.S. media business, which occurred last year, underscores the growing importance of data-driven platforms in the media industry. As media landscapes continue to evolve, agencies with advanced analytical tools like Horizon Media's blu are likely to remain at the forefront of client partnerships.
With its advanced analytics tool, blu, Horizon Media was able to provide data-rich solutions that were critical for Hershey's to reach every American individual, highlighting the role of technology in enhancing granular audience understanding and optimizing media strategies. This strategic partnership, secured due to Horizon's use of blu, demonstrates the importance of data-driven platforms in the media industry as it moves towards a more competitive and technology-focused environment.
