Following pitches for its US business, London-headquartered chocolate and beverages multinational Cadbury Schweppes is set to review its $250 million (€219.28m; £154.32m) media-buying and planning business across the rest of the globe.
According to informants, the pitches will be conducted locally although Cadbury plans to centralize the business into regional hubs. All the major agency networks are expected to be in there pitching for a sweet slice, although Cadbury declined to comment on the whos, whens and wherefores.
The company boasts a market capitalisation of £7.2 billion and employs 55,000 people in over 200 countries. The reviews follow Cadbury’s acquisition from Pfizer last year of US chewing gum and candy manufacturer Adams [WAMN: 17-Dec-02].
Data sourced from: BrandRepublic (UK); additional content by WARC staff