Horizon Media and Hershey's begin their journey with blu. Data Platform, marking the start of the next big phase in their client collaborations.
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In a six-month-long media review process, The Hershey Company selected Horizon Media as the winner of their U.S. media business. The decision was largely influenced by Horizon Media's proprietary data platform, "blu."
During the review, Charlie Chappell, VP of media at Hershey's, scrutinised each competitor's platform. He was specifically looking for a solution that could reach a large portion of the U.S. population, and a platform backed by a wealth of data was a significant requirement for Hershey's.
Horizon Media's use of "blu" demonstrated their capability in data-driven, outcome-focused media strategy, tailored to Hershey's brand goals. "Blu" integrates consumer data, media intelligence, and performance analytics to deliver enhanced targeting, measurement, and media effectiveness.
This proprietary platform enables agencies to leverage first-party and third-party data to precisely understand and target consumers, optimize media campaigns in real-time based on performance insights, provide transparent and measurable outcomes to clients, and support omni-channel media strategies by unifying data across digital, TV, and other media.
All of the large holding companies also presented their platforms during the review, but Horizon Media's use of "blu" likely gave them a competitive advantage. The win for Horizon Media occurred last year, securing The Hershey Company's U.S. media business towards the end of the review process.
Charlie Chappell has not explicitly detailed the specific significance of "blu" in this account win, but industry understanding suggests that proprietary data platforms like "blu" influence major media account decisions by improving targeting accuracy, measurement precision, and media efficiency. If more concrete details become publicly available, they would likely highlight "blu"’s role in improving Hershey's campaigns.
This partnership between Hershey's and Horizon Media marks a significant step for both parties, as Hershey's continues to expand its media reach, and Horizon Media solidifies its position as a leading agency in data-driven media strategy.
- The decision by The Hershey Company to select Horizon Media as their U.S. media business partner was partly due to Horizon Media's proprietary data platform, "blu," which demonstrated their capability in using data-driven, outcome-focused strategy, a key requirement for Hershey's in their business and finance sector.
- The win by Horizon Media was based on their use of the data platform "blu," which integrates consumer data, media intelligence, and performance analytics, thereby offering a technology-driven solution for precisely understanding and targeting consumers, optimizing media campaigns, providing measurable outcomes, and supporting omni-channel media strategies.
