Charlie Chappell, VP of Media at The Hershey Company joins hosts Rachel Tipograph & Sarah Hofstetter to discuss retail media. Charlie discusses Hershey’s company structure, which emphasizes alignment among media, creative, and growth. He explains the importance of streamlining any touchpoint with which the consumer interacts. The three talk about retailer relationships, educating and negotiating with your partners, and getting the greatest ROI out of your media investment. Expanding on these topics, Charlie gives his tips on “resisting the temptation of trade”, using data to develop strategy, and utilizing targeted media.
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