Cadbury reviewing agencies

PARSIPPANY, NJ: Cadbury is in the process of reviewing agencies for some of its US brands.

PARSIPPANY, NJ: Cadbury is in the process of reviewing agencies for some of its US brands.

Kathy Beyer Di Benedetto, manager of Cadbury's US corporate communications, confirmed the review. She said, Cadbury is considering one or more agencies to provide “strategic PR programming” for some of the company's US brands. The US brands for this RFP are Trident, Dentyne, Stride, Bubblicious, Sour Patch, Green & Black's, and Swedish Fish.

“The brands have always shared the same agency,” Di Benedetto said via e-mail, noting this is not a consolidation.

Benedetto added, incumbent agencies Ketchum and Cohn & Wolfe were both invited to participate in the review. She also confirmed that Ketchum represents Trident, Swedish Fish, Bubblicious, Sour Patch, Dentyne, and Stride. C&W works with Green & Black. Both agencies deferred comment to Cadbury.

Ketchum also works with Dr Pepper, a part of the Dr Pepper Snapple Group Inc, which was formerly called Cadbury Schweppes. However in May 2008, the two entities demerged and Cadbury became a standalone confectionary company.

“We internally evaluate public relations needs on a regular basis and felt that now is the right time to conduct this search to ensure our brands are poised for success in the future,” Di Benedetto noted.

She added, the company expects to make a decision by the end of 2009.

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