Horizon Media and Hershey's venture into the 'Next Wave' of client projects, utilizing Horizon Media's blu. data platform.
In a competitive six-month media review last year, independent media agency Horizon Media secured The Hershey Company's U.S. media business. The key factor that set Horizon Media apart from its competitors was their proprietary data platform, blu.
Charlie Chappell, VP of media at Hershey's, stated that every holding company was invited to participate in the media review process. Hershey's required a solution with a wealth of data to reach almost everybody in the U.S., and Horizon Media's blu platform provided just that.
The media review process involved evaluating the competitors' platforms. All of Horizon Media's competitors, the large holding companies, have their own platform. However, Horizon Media's unique selling point was its proprietary data platform, blu.
Blu is Horizon Media's proprietary data platform, designed to enhance media planning and buying by delivering advanced audience insights and predictive analytics. During pitches or reviews like The Hershey Company’s media business review, platforms like blu typically play a crucial role by enabling the agency to demonstrate superior targeting, measurement capabilities, and optimization potential, which can be decisive factors in winning business.
Chappell scrutinized each competitor's platform during the review process. In the end, Horizon Media's blu platform proved to be the solution that could reach almost everybody in the U.S., securing The Hershey Company's U.S. media business for Horizon Media.
The win for Horizon Media occurred at the end of the six-month media review, marking a significant milestone for the agency. As a result, The Hershey Company's U.S. media business is now under Horizon Media's management.
While specific details on how blu influenced the Hershey decision are not publicly available, it is clear that Horizon Media's unique data platform played a significant role in securing The Hershey Company's U.S. media business. For more precise details, official statements from Horizon Media or The Hershey Company or industry press releases reporting on that specific media review outcome would be the best sources of information.
Despite other large holding companies offering their own platforms, Horizon Media's unique proprietary data platform, blu, was instrumental in securing The Hershey Company's U.S. media business. The advanced audience insights and predictive analytics provided by blu were key in demonstrating superior targeting capabilities, ultimately winning The Hershey Company's business in the highly competitive six-month media review.
