Ben Gilbert: commitment

Transcript context

…The story about sales targets and revenue growth targets in Hershey was that in some file card in some system, Milton Hershey had written gross sales 4% every year, and that was the plan. Hershey’s annual plan was gross sales 4%. I will say it is pretty incredible how much from here on out, the story is a story of ad campaigns. We are getting from a place where before this it was all product innovation, and from here on out it’s marketing innovation. Who won chocolate between 1950 and 2024 is a story of marketing and distribution. Yes, 100% marketing and distribution. You say ad agencies. I don’t want listeners to get the sense that, oh, it’s just ad agencies that are doing this and it’s advertising. It really is the discipline of marketing, of which ad agencies, I think, were a lot more consultative in this function back in the day. Today, they’re much more execution-oriented. Really, this is like the creation of the modern marketing discipline.…

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