Three shortlisted to take over Cadbury PR

Chocolate giant Cadbury has ended its 11-year relationship with Charles Barker BSMG and is seeking a new retainer-based UK corporate and consumer agency.

Chocolate giant Cadbury has ended its 11-year relationship with

Charles Barker BSMG and is seeking a new retainer-based UK corporate and

consumer agency.



The firm used the PRCA’s Preview referral system for the account,

believed to be worth at least pounds 200,000 in fee income. Cadbury

initially saw six agencies and has now whittled the list down to three:

Hill and Knowlton, QBO and The Rowland Company.



Hill and Knowlton has worked for Cadbury on a project basis, mainly

involving the Creme Egg brand, for over two years.



The agency brief involves all product and corporate PR for Cadbury, the

UK confectionery arm of Cadbury-Schweppes. The agency will report to

Cadbury PR head Richard Frost and work in conjunction with Frost’s

five-strong corporate and product PR team.



Frost said: ’Charles Barker have been a tremendous partner for over ten

years. There’s a time to seek fresh ideas and input to take us further

forward. We have a huge portfolio of brands and a highly successful

corporate brand worth pounds 1.4 billion and we’re looking for an agency

of high stature with good creative credentials.’ He added that he

expected to make a decision at the end of next month.



Cadbury has a 30 per cent share of pounds 3.8 billion UK chocolate

market, putting it in the top position, ahead of Mars and Nestle.



Cadbury’s brands include Dairy Milk, Fuse, Wispa, Flake, Roses, Milk

Tray and Creme Egg.



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