Cadbury Schweppes is set to launch an umbrella branding campaign
for the Cadbury confectionery name worldwide, and is tipped to appoint
TBWA GGT Simons Palmer to the task this week.
Cadbury intends to capitalise on the Cadbury name as a key property in
its global markets, which include South Africa, Canada and Australia as
well as the UK.
At the same time, it intends to whittle down its global roster of
agencies, which currently stand at around 20, to two or three global
networks. It may also appoint local agencies in key markets, such as the
UK, for specific projects. TBWA, which pitched against Euro RSCG Wnek
Gosper, the Bates network and the DDB network, is thought to be the
front-runner for the work.