Euro RSCG is expected to focus on the key markets of China, the Philippines, Korea and Thailand for Hershey’s – which is eyeing considerable expansion in the region. At present the brand trails rivals Cadbury, Nestle and Mars in Asia, despite its dominance of its US home market.
“We were looking for an agency partner that has a proven international network, yet has the strong local expertise and capabilities rooted in the Asia marketplace,” said Hershey’s Asia/Middle East marketing director Kevin Ma. “These characteristics are critical in driving Hershey’s business growth strategically and creatively across the region.”
