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