- Luxury Daily -
https://www.luxurydaily.com
-
Hershey CMO: Marketing now part-art, part-science
Posted By
a Luxury Daily columnist
On
July 1, 2016 @ 2:15 am
In Columns,Featured,Opinion |
No Comments
Peter Horst, chief marketing officer of The Hershey Company, at Cannes Lions 2016
By
Dan Hodges
{"ct":"nanBlcKg\/E2W69Nn0X\/iRUw9cEEmxZtYx8EfDls\/gEHMtsFkoDsVtG4Rb8UQsf74LNnHLK2PDq+Cfkl7Fv1f2ByqkNYgPZ+uAgVXbFTHc7JE2Bq+5GCzhjQbNMMu1L4NIp998tROlT7eqkJfVkr0afGAlcuKUKHlySJxA+U+JleDxUpOIhzBvjBemnhFKrTOtNIovjiJT\/6xNw9spQyK09PjfewP7MK6ujdaeDHcRkNjSIGCEB7RWoDlQ\/DfiByt08XQ6kO4IWf4uUseakI1O11XmhaILMAggqUs5m9UxR4TBvZ8ESydZbHjGagyOP2nHxsRXESGcyiE3++M7UtbKlC2NoN4rGtBBpPH7awEw\/UTKeKl\/s5mwMdMHbl\/wCP6ZQx9tXM0K+rTtsu8mGvGJJBJCkU5wwddn+CovNYHBMEy04dBoN\/l5tdUERtKm+rawuKRKZEj+zZf3si1Y0BX7\/RwM3+r1zikAox+MXEpWZ0YbeP0Lr+E+cGkNOLSRr3HbFh62WCkhhqiv+KrZAxgflBrXcNiN6Etnx9FkhXM27AGatEjU45AuH46ngfuBpYASEOwYzzjqBgVoP9yxBpKmx8sTgo4FKaCRUZnU7EcwqSLYMljjMqRoFUWSjPTh758XL9QkQ6o0RTvyHGqX+\/laQ04VWRiN\/6837VytZuOBcyXMZt2fuWZ2U2vYCQAZBAo1pTZjoS4S30A94iV3DEHYxfRO2nRf\/0ZL0vrHKbKhHHIHmcJikCvuPc3OZ\/A6Ym4B\/VPAn4nQA8EUpesIU\/Gid+109laQDo3mEUQq1BCcTlhXHSK0Is\/lf47moW0mG+F6LzQ5gayDpiX3mYp2a+TD636Dj\/wHm79qSGky9YL4KNRxMWS+8gXpMFhf3ZTaY4hjpQ6uw9W8zp3tbVWPg59or7wgGtbyFn697RUiy2leE99FLREA5WoePAp4CW3ul3rfLxhIe368vqOhenxsWHOMiq2HL9n8sTJcRKP5IO81V2c2synTYBzxnTbEw2fbLUkLsLorEv0pyAb8Go0Rmc7f+ZrOu\/ihgTd5Kqx1c\/W9xJvv6kREKgtxDuCweXKIccuhspbNFq5+H4HJ5ZXsEW17pDD4bjm7twKJN6pUkRgfQoQuRUi5sMObLUIhjJ033VLHyt9ZXLXLmYRXeNlOICjZMCCfMeWZMcnMs9PXcI5Wsksv2rSBiMzqb2WEbjpcAKgpD2QlYmjrq7yojHvBxdj1bf+WNgffrmUWtuoMo6D+iNHDvk1o2xZaBeWoqPE9xMlzxVnopmAMbJCVy33SC5vtNfRkxAasPmrfiqE1G\/6ehbJfSL3OSS3JExCLas1Ch9NlOgsBH1ga0uqi6z2BTMk+PWDXtX9pPgImif\/h0wh40tCSqmi0yJ+RZkcZoW+ngMnokCktMHx2TAqPd4ylwX1BcOL0mOQOKCxny5X0aiFh\/djylV1Zgbsj9k8GSa+3p5b4Ju5I0RLm0v\/P+\/oOoXR9fLTz7CrZe3dqkzZmx7jGlT3bj4htzbSiG7O+f2bS727zhXHVKFBmLWq7PTJCpCrYkmqJKzWhSSW++GhqLb6Fj1b8+Tesocvo7nM4IrM4EiSptmyk1iJp79NPDeIzL\/YSSl23NGDWaFVAWvdc+pywcO9HVo3vhBDb\/33tOPjr9qSQ+2d1x5HlMgBRpQPyRggjeanlN9i2zKjntMdcVSnDFjKvX4dPyNXuiFtBN1TwPJNeguYRv9EitejAps6ZePBahX0LeC6QWAdUR1Wa\/HCzjWV6jzH6a5p1sYMha23BFve1monUJ0Znclu77D4SpPi8HTLwEDve3RUqiE\/yR1UqGD\/AopkSHLSIoC+vKuLKq8Lm1F71QkZc3+qQUFGfkGnyOEF9kARlYS3XaURCskmFljqxBgOeiY1L55F\/rxx6PoEInqNSh9HPrA3CV47Jxox5D6M8AoxDxUmB46Qhw0q0h95wunM8uNKuwDkQzjd5F2fjqP3yHWwmkwjVnLSEiMapgaDi6Wze5zIDJfJeiL\/ftIKI9UldgjL5wSasYVG3WZAck5lYCvjAjGcAMKdxQVOqjpWhy6kFzTH1oKZ8apGyW3c4JOwzFQ6KMSibfqMN7nV6tF3shlyTZdxmHGwAE16KzHX\/WaDiXAxrLtZ++V+7xYplPVr8he3aIymLB8wPFkD22ykN71POhxz8io4X+4v5LV\/bl9e2e\/B5Pk7I5dao66p4GunTq\/PNh3gDBJw6sS1HIRArhs1zSoeCncoXp2F7QlQffywQVaZxDe1lnbQ8NBA7v7qJjP9Wd8efR8RuDQmQKwPXWhF0id71Dx5ZZ7z4sOhLREbT4C+565zUL6oczKQq\/zX38xuKNrwcI9dSXO6dOUXXGzNwZ7TgmzlFfmXHyyyVU\/qJW+DQ2tpEE3QM5PF\/LR5JJE6l7zgPA+cnKwi0tFv+bm1jl6jTFeEy\/vw42VRdpGqVhVVHeulqcNeBxO6\/Wmtn+4MRwbDm4xMg\/S8WvmiaOP5G9VJFrdoBsbkrQC39ntp+c+9ha\/O8qQi7UFLy5lYZhZia8MCC1X78a3EneLHdn1LRXUdztp9fCLGPCw8Ld+PvtibDEiFRw0tCTuLV+vsjJUqXbWmC1n6ag0iHCQ+XEIDjU6CtKZUy5Dfe76yUUL320aB0LZRuX05iozA4te8LCcsS8lr0kgWrb+inTgotuTMfLQTmYiIbbIb2Y78Z0+FzxEvBY7DTrRd+G6pKchiukO7+kaQ2pav2ptDM9xDJiglj8eW0SgH9HVAyYS4+ujpnOVk8A+F5d46PZQdS786fN0FbZdWcWOmd5kL7voN0Vab8luPRoITWXtB5pc9Uq1awq8FSh5zFGF\/4WPHvXkBMud8HFaGfD3De640t\/\/WsbfKCFkOgLe6nfjR2BRIsPJ3tulKja+AeCoaYn6UcjZg+EPjq67atJZXtmhNx1GjGqKjlWweB2p+1xLM2GAhZQvD53UjZb3zx\/q+wap8JKE3VLitKxv2AuFHDrObEQzKKWXHuqEYSLSDbzmKHs+FRDz7bHa47C6zxZ6zUVM6g+YdVcEh3zitulod8pYanbsiN\/VQrKKtl7bFG1azpfKkeChBUymkUqsGyIE3Qu\/HYsWI7MtgLO3kJFpdXAHAts4f3+A1dh20dtGIeYGXjjW2X0EflSw\/sA221QyQQX+eTZXjA9fyefZnMcL9SgXahklB7+3KEh\/fSIIW8sKf8UMNFfudz6Q+KR1Vh0u5wQBnRxDdVM+cfFE6Xqh0VB8iHlXbo8yzMHMlsQYPWCXLl8Vl+cQc1YIz1gu6ZCK1ab4tg6OPIrJv4ueM\/qEB1eBbGM2Q7IS+55+H3EgAxplKzsOnV35Lm6EZfpTUOW3EtalVeApPC4VcqKK8V6hWEO7iARqameukKqT+07ho7aMTLtGp0m6zqUd2QzvL0cb94cXIqM85mAfAOkpDtLpLpvnsZjt6UDT2yL4YXgB8V1rIEwkovMXo82nSY1Yt8LLL3wb0EfmRtfHVYFQ1bA0oPzArfONWlL4AzoNQUl0zlgtD\/cYCb0QQGIjGbFG3WVFVQSpQawkHSBcVZPmPi\/N0ryWLQYjWbS\/SGgrDR\/HyHHp3KJ7bluyrrnPkUU8DyEG1Je3mhfLFKO14wug92Al0CuuIUMhQHtIqxDiL+YggRddk++umANjU\/JpqtLGFzE86DKjVyD\/0jYeQahLmCI3lnhG3EKY9iGVg+oqj7IZHHr\/6i4XW5vB8Dmoq4e7efa0b5Jmi5e1kHEsoLqGkhTVsIaM0dWyHcK9OSziSkwIqmIoAsFT5reRPMljNgnuJUQnlipWWbx1\/cz9VaT8jAbpwqnc48PFUdcsghBtoEpe\/5hIvh\/XH6tokNqNdvqZ47SwfNECGa1XfAxv57swBrx5gSaN3hwSNY5HVAmhTSPEQQZE5F9DaeiD1OpPmGrqo6et1gXBkc4+7nELyFzB9H4b4nnbU2KPCvkD8ZtIc+PzUf9sTrmoP\/c7lSO8\/zgpStXYGkjkMsMw6+uj2jicVO+6XzrzAOLyie3RzOYOMDODk4yJRPYlh2FETliA4Ilj1C52LS5owKvGP42gTQAXtdZD5PoPaYT7V36YU5lgE\/CFKvO38y\/KcY2GaXnNs7CznQQpbBh3T3gaEIgyUJ0JUoymoSOBkl69fgZWI\/TYL5Bqi3HRF6TwCwhIvthOxBY0DVmY7qiqSoSllXZnyf8Foa34frvuJXPA684rgEKWZZcGItZ5fKQcIBbVNLQlgo1k\/6M46zdrnnvkplna3p3R9d1ou62lMA1MtmbuUlI\/1o60IhHyBSxuQPavxGv55EwFgDtGHZn0D0mFP\/qxDEPN7aIre3XuLQ5WHo+d6r2p5cKj1PhmxkPJinh5tD3h5Cghhmw4xVMcpxKafc3J2DdnIgZVNu\/0qPatCxydLEfT+ut8\/tLwZtVXStNtqfBgQUbJKSYNN45qwKqNUp8XQSxVvE\/14bq6TQg2tbVQoFBk0CeMKHuXxw6SgNNbKSs3vhjHttthTmD0F+jzy9ed7t01rvIFNMeYFTg9ztlGr3xXh9KWRqZW8hYGmKqb5ul\/T+ckNHD+qJvt2389ypySYGMlffxR7KW2XULzc04sB3hURKtS3sdma1fzttWymqT+L5TEuQuLRir3JtCYl4+93HhxI6q9L6tI5I04LQWjtFVy4to0hoK3\/9DkrV0uLU4srJjnGeOmO3GdaiZXmqqg9aaldHRprW5hpd\/m6AoJx8T5CoFkLd5hjLp7aIQWulO9tMUVxy5HFF2Cg8csKeC9WryGe6KdWN8wl\/xKlmW+NsbQtHUX5q1G8HC8CoG+t9kpXZ\/UCtqOxzSJ55mMHOWNzmb+FzUO2G8XCrcG0yXOQvK8A2++oz1cflPcV2cPT3YL8NHfz4tJt5pWiH8nNbUPZTV+G6yoss1JqqIK0kn1xz7ujgVZVKAIXJhwzgrveJNt84dJ4M9kLJU4An30eBEbQT92ke8uJgCErbRrG2p2rAheEIXiwX40q\/41Sc2kdKWA1Jz3NZ0Klk\/BckUU\/dbKKhnYksdnB+yMMMhcAAYIGIj\/h8\/VFECjsE4oBvxByA5dgNGeUteLow\/QwkpQNAnxnmXNIkE8oxezCLYbU8GxLJGe+gS9cPHkcxu21KsqX2HMRO719IFCsBNe0YYyVxV7SdTzJdAmOxKRpMN8GyCVPlE78ddnYlXKGLwHt\/mCO4znXtn2n5gUzqX5EPBZno0QOxXp0monObVqQoMsxyRQx7ZzdrfDBAo4KQV9E4BiyPlTHP+0wPEEa93MMSwPbEvhD641kWAT1OJWImhaobT5RJKfYHieUZq4lOQOL5SIaEIm3VsX3pTGrBXWlMC+BhWAqxsKDUo5vgo+al48bUF\/EtFy0pj70+S9N9\/qByZAzauySKDHfDha6R85jfMcEBEyn5t8BhPbPXdfuypO69Is\/45O1CtbpNXfNsw1Mbx5SkGosumuEd5NIB+NZQn8yvr30+sa2dRhuy6S60N39poraiha2khQCJdA+TYOI5rL2ElKWz9sx4s0qOWimCFELiEXajgAWh8KwadV1euSMtKJTuah++WhUWwB3C8\/mAug5VYxMuF0u1h69+q92WOeS0sS+tbWWDQ60RKB\/gUQyMydjY25WVkCmhyh7+oWW6Lzux6yIiiPPmOCwHusYrQl7vnqidZQHVb3IwU2crFHXhp9TuVAmkl\/IpfIW6XfqoXVNBfVO5cOE40aPFJ89vra6m274rtQ9NIPRqVSTszupkw0gI9HqY2W0KhP1ejunA8oZAPTczMpF4uKTzNmcWYyrXsv+BZgakclOx0sS+TU1469lDwr6rJCaHW9Qrar6RnGBiW2rLAID+IvYqd2C3S2NZVnjzhSqK8wgTXJAtqyExxr5zeBFTjfhFBU+yVg6KuRYz\/SKC18ZKl4HNE+GoeVkLJNwvRgajqJf\/fOj673JbPHzwwnmz2qdjnomE0Ox4xQ9zPYDTeRTO8x+6dctQIwcms8Gn8uwUCNqnPh47MwnRY81qMN\/Wl1xlcDfBE8EBOPNTU6q4G\/8pdyev3nXDFCLZXlu7eza6YxEpe5UNr\/ElpZp5j2GWXeTC0E+Etn+EhiNPFUpTMkUioGXSys3b5gHutYOXm5Zix0txYBThRkgJHaS7Bpnq4H\/4xrm0LM0ySjRoUvPKWkqczL0Z6zQO3fB43AH+nDIiBLGw783stWeUgHoDVkPzxYmvTgK5GwI5wftN4ZyYFzR9n+4Y0pGw+bXQ39MZMdqtdHJmSYqfndj8e1KcMQdUQQSLuftrifwmxlDLYuhOLexuIIDg\/9D0gT9nU080b6di\/QdduhOMfQjzbSNdwvJAOcec\/azx+3KTqErZpXXXe1iMEDSVPhs7\/fTYGK0LgAd7deQfJ7pscZ7FtUcvfiJqRrVRUhVVwdWNtVRj8hiAiSyxxt7Sd98tskvblBPL\/olxQjaWmpDA1xmB1vdYKc+QZmzulEsPYtVkFrQlUwKvUEipGRO2Rzas6IijbxkChjf8gs7rKVKJ+xrs9+kOLK1coP\/XNDfBdNAUrQbkhPqZtqwmf6takHSEe79QCsW9iJojflZBzGFt45DtVOU36QIDMO9bWCU1Jr+3wPEiuFNvgNU7ltydJuMizORFxEBWtpSHba5cR7FFudgCS3+wP6kFFQZ3xIGeSTRtsU+KhkFEyi00fabwswg6Jtcu2yI4OxjiJnAM6vnDJ13YJoPz9XpZGPS949ddAp6wBvKH2uIaqAgC8X6mAwjtWxVS6X4fL4IuGXQu37FWBt1uGEgtfQbr2kaTz7u0XheRLJjh\/YN4sEvf\/vmXxHcSR8WV2IDefOHiSX1GeMIEIGACkwP9vtt6Du31oZpBOGrr71BYhNC9YLK3qyxfOcqM+O2ztWU66ehUctX9a3La7hEgcUq7HhH36ztKE0ybJMV2qZUvnGsy7BxLlBs5ClPvpucED57TV9\/FCwRHKDLCG0u+uAp+sGOwOJFCOsBZU8NYsIZiNqj8GUxg5jjQpdBfX6mQIq+qhvyARAM0PfZ7jP7c4HNeChJga79U3HIXIxsCoj28NK1s1rT9M4AYmjgljWNBuBC5zd7eclclSM7H8e5k4rH1UTCVbC\/VhXZiYjlUO6awi4B+tJQiBuMkf+g9sakozbInDzbiP5cCwC6SXrDrGjLGj\/Ooj5+PMyDboI6+\/LZVVe98yXinActHUGPE+kD7bl1e18hNULinlsyBjEsGSamvb5MbFMwDiu9sXkdWG9TSY+IeiTX5iVvm0UhhBsSohs+RwFu18uOR7Ex4JbXPSr8afTeEScZ4WwaT4X1ffgfHO0AE1EzyujeM\/G80YkE07LsJIgts7ucnQvde0xiUSKI0nBj61acHNqDZw==","iv":"f995f508f17ff0c55f519437dfe4d94a","s":"e5ca4b2c04976179"}