Andy Smith IIeX NIMF 2015 Andy Smith, The Hershey Co.

Dir. Consumer Insights, The Hershey Co. (United States)

Andy is a Director of Consumer Insights for The Hershey Company. Hershey ($7B) is the leading US confectionery company with such iconic brands as Hershey, Kisses, Reese’s, Twizzler and Kit Kat. 

Andy brings a rare combination of traditional research experience (20+ years) and an understanding of new methods, especially neuromarketing and big data. In 2015 he became a board member of the NMSBA (Neuromarketing Science & Business Association) and also serves on their membership committee. The NMSBA is a global association for neuromarketing professionals. Its mission is to better understand consumer behavior and insights through neuroscience tools. Currently, the NMSBA has over 1,000 members from 91 countries.

As a member of the ARF, he has participated in the ARF’s Neuro 1.0 “How Advertising Work” Forum, was a co-chair on the 2014 neuro forum and participated in the initiative on data quality. Andy was also an Ogilvy advertising judge in 2015.

Over the past two years, Andy has spoken on innovation at the IIR’s TMRE, new methods at InsighTech and on a panel discussion for the Non-Conscious Measurement Forum put on by GreenBook.

During his career at Hershey’s, Andy has both supported base business,. He also has international experience driving initiatives in developing markets, primarily China and India.


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