Is the Agency Review Process Broken?
October 24, 2023
By Chris Warren
A few years ago, the Hershey Co. was all set to begin a media agency review. But just before the iconic chocolate maker was about to kickstart the review process, the company decided to pump the brakes. “We realized we weren’t ready yet,” says Sherry Ulsh, director of indirect procurement at the ANA member, adding that the company hadn’t done the internal work needed to be clear about what it wanted from a media agency and how the agency would be successful once it was selected.
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Courtesy of Association of National Advertisers
