Universal McCann | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
- Main Telephone
- (212) 883-4700
- Main Fax
- (646) 865-3481
Universal McCann Contacts
|Trish C.||Global Chief Client Officer||NY|
Sample of Associated Brands
|Jon S.||Chief Investment Officer||NY|
|Huw G.||Global Chief Product Officer||NY|
|Deidre S.||Chief Marketing Officer & Executive Vice President, Global Culture||NY|
|Daryl L.||Global Chief Executive Officer||NY|
|*** ******||media buying & planning||2014||present||*|
|*********, ***.||Media Buying, Media Planning||2017||present||*******|
|************||media buying & planning||2009||present||*|
|*****, ***.||Media Buying, Media Planning||2019||present||********|
|*****.***||Media Buying, Media Planning||2019||present||***|
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Millennial, Gen-Z Opps: Hershey shifting spend from linear TV to OTT, eSports amid spend declines
The Hershey Company wants to reach a younger audience, so it will move dollars from traditional linear TV to OTT and eSports. The OTT investment will see the company branch out of Hulu and other traditional network streamers into "other offerings in the landscape" like Fire TV, Roku, Sling and YouTube TV, so it can figure out what medium works best for its purposes. Meanwhile, the eSports investment will continue to see a presence on Twitch and at Twitchcon to reach males under 25.
Interestingly enough, however, neither Kantar nor iSpot reports the brand has moved much spend out of TV. In fact, Kantar reports that Hershey continues to spend about 94% percent on TV each year (though overall budges are decreasing), and iSpot reports that a number of Hershey's brands are increasing investment in national TV (spend below).
I guess we'll see the money move soon. Media head Charlie Chappell did say Hershey was moving dollars based upon cord cutting trends, so maybe they just haven't moved that much yet. Either way, expect less money to go to eSports than OTT since OTT has a larger reach.
Given these spend shifts, sellers who can engage millennials and Gen-Z (slight male skew) with OTT and eSports should reach out for revenue. Try to join planning conversations in Q2 and buying conversations in Q1. Then, try to secure revenue from Hershey's new partnerships, which include relaunched Take5 bar.
Spend at the brand has been decreasing (Kantar reports spend dropped from $374m in 2017 to $320m in 2018), but we believe those decreases may reverse themselves since Hershey's just expanded its marketing team. Please view recent shifts here.
Please view national TV spend (courtesy of here. The company also typically uses out-of-home, print, radio, experiential, sponsorship, earned media and social media.
Hershey has an in-house team, C-Sweet, to handle creative, media and design insights, but it also uses agencies. Creative is split between newly-selected Havas Worldwide (2015). Hershey uses Dentsu's Accordion for programmatic planning and execution.
Agency and martechs -- it's possible we'll see media and social be reviewed since both Universal McCann and Havas are past average agency tenure (3 to 4 years), but I wouldn't get your hopes up. There are no new variables to suggest the accounts will be put under review.