Hershey Co. names VML its AOR

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The Hershey Co. has named WPP-owned interactive agency VML its digital agency of record. VML joins traditional ad agency Arnold and media communications agency OMD on Hershey's agency roster.

VML was selected after an RFP process, said Jim Radosevic, managing director and managing creative director at VML.

When reached, Hershey's requested that VML handle all media inquiries. Radosevic was not aware of an outgoing digital agency.

He said the partnership will produce its first work in next year's first quarter, with creative and brand messaging distributed across each agency partner and channel.

“We've hit the ground running from a broad digital perspective, and we're laying the groundwork now for how the company should approach digital,” Radosevic said.

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