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Cadbury North America, located in Parsippany, N.J., has put its media planning and buying account into review. M2 Universal is the incumbent in Canada; Mediaedge:cia is the incumbent in the U.S.. Media spending for the two combined is estimated at $100 million. Among Cadbury's numerous brands are Dentyne, Trident, Sour Patch and Stride among its brands. The review, which is being handled by a consultant, comes at a time when Cadbury is doing a global shake-of its media mandates. PHD recently won the candy compay's estimated $50 million media planning and buying business in the U.K. and Ireland. In May, Cadbury North America separated from beverage business unit Cadbury Schweppes Americas, which has now become the Dr. Pepper Snapple Group. Separately, the beverage marketer changed media agencies earlier this year. It moved its planning and buying of its estimated $150 million account from Mediaedge:cia to Initiative.
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