Why Hershey Sometimes Lets Its Procurement Team Play "Bad Cop" When Working with Agency Partners

Executive Summary

The Hershey Company's Sherry Ulsh explains why her brand deploys a "good cop/bad cop" approach, of sorts, to assist with agency relationship management, sometimes allowing the marketing procurement side to deliver bad news or a tough message to the agency. This leaves the marketer in good standing to continue a fruitful day-to-day relationship with the agency.

Listen to the full conversation with Sherry on the Champions of Growth podcast.


"Major Growing Pains for Marketing Procurement." Champions of Growth Podcast, 10/17/22.

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comments (1)

Merlouse Djongo

November 29, 2022 8:28am ET

This is very insightful. Thank you for sharing. As a procurement professional, we understand that these conversation might be difficult for the marketing team and we definitely love to step in if we are allowed