The agency prevailed following a competitive review across several markets. Hershey’s Asia/Middle East marketing director Kevin Ma explained that the brand is looking to “deliver a more consistent brand equity” after being relatively quiet during the past few years.
“We need to better understand the local needs and insights of consumers as we see that Asia represents a major growth opportunity,” he said.
Euro is expected to focus on the key markets of China, the Philippines, Korea and Thailand. At present the brand trails rivals Cadbury, Nestlé and Mars in Asia, but remains strong in Korea and the Philippines.
Previously Hershey’s adapted global work and also tasked local agencies. Ma declined to comment on whether a regional media alignment would follow.