Hershey’s bet on in-housing is yielding sweet results, with overhead costs down 25%, output up fivefold and over $4 million saved in agency fees

June 12, 2019


The Hershey Company’s CMO Jill Baskin overhauled the brand’s marketing department and launched its in-house agency C-Sweet in July 2018.
The agency handles everything from research and creative development to production and media planning and buying for big and small brands in Hershey’s portfolio.
C-Sweet has resulted in the company reducing overhead by 25%, improving return on media spend by 10%, and increasing output by fivefold, and contributed to Baskin’s being named to Business Insider’s 25 most innovative CMOs list.
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When Jill Baskin took over marketing at The Hershey Co. in fall 2017, she quickly realized that she needed to shake things up. So in July 2018, she overhauled the iconic candy-maker’s marketing division, unifying disparate teams into one organization with focus on digital.

She also launched an in-house agency called C-Sweet (a nod to the company’s products and a play on the term C-Suite), to produce content more easily and cheaply, reinvent outmoded ways of working, and work directly with vendors.

“I felt like there was a lot of work that we could do internally, and do it faster, less expensively, and better,” said Baskin, who was just named to Business Insider’s list of the 25 most innovative global CMOs. “And our agencies weren’t making it. I literally couldn’t get what I wanted.”

C-Sweet provides agency-style services to Hershey’s brands

C-Sweet provides agency-style services to Hershey’s brands, bridging its corporate marketing and individual brand departments. The 34-person agency employs experts in everything from strategy and design to production and editing.

C-Sweet was behind Reese’s effort to champion people’s cravings last year, for example, which featured ads showing real Reese’s cups for the first time instead of animations. Since the changes were rolled out, Reese’s sales have increased 3.1% year-over-year, according to the brand—which is a big lift …read more

Source:: Business Insider

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