Cadbury reviews £25m media task

by Anne Cassidy Campaign 09-May-08

Cadbury is reviewing its £25 million UK media planning and buying business, which is currently handled by Starcom.

Cadbury has begun talking to agencies as part of a wider pan-European
review of the company's media account, which has been ongoing for the
past eight months.

Separately, the company has also called a review of the digital account

for its Wispa chocolate bar. The company is understood to be in talkswith three agencies, and a decision is expected shortly.

The brief is to help relaunch the Wispa brand. The Wispa was withdrawn
in 2003, but brought back for a trial period in October after a "bring
back Wispa" Facebook group called for its reinstatement. It will be
relaunched permanently later this year.

Cadbury has already reviewed its media business across southern and
central Europe, with the Publicis-owned Starcom winning the
confectionery giant's account in France, previously held by Aegis-owned
Carat.

Starcom also retained Spain and won Italy (formerly handled by OMD),
Greece and Portugal. In Central Europe, it scooped Hungary, the Czech
Republic, Turkey, Slovenia, Slovakia and Bulgaria.

It is believed that Universal McCann has won Romania.