-By Steve McClellan

NEW YORK Cadbury Adams USA has kicked off a review of its media chores in the U.S. and Canada, the client has confirmed. The gum and candy maker spends $115 million annually in North American measured media.

WPP Group's Mediaedge:cia is the incumbent on the U.S. account, and M2 Universal holds the Canadian business. Both agencies are expected to defend.

Invitations to pitch the business were issued earlier this week, but the client would not disclose who was invited. "Cadbury is conducting a closed search for a media planning and buying agency for the North America business unit," a client representative wrote in an e-mail. "The agency [or agencies] will be responsible for media planning and buying in the U.S. and Canada for brands including Trident, Dentyne, Stride, Bubblicious, Sour Patch, Maynards, Caramilk, Green & Black's and Swedish Fish."

The scope of work includes all media planning and buying, including digital, which both incumbents also currently handle, per sources.
 
The rep said a final selection is expected in the third quarter of this year.
 
"We internally evaluate media buying and planning needs on a regular basis and felt that now is the right time to conduct this search to ensure we are poised for success in the future," the rep said in explaining the timing of the review.

The company was recently split off from beverage unit Cadbury Schweppes Beverages the Americas, which held a separate media review that began last year where MEC was also the incumbent. Initiative won the $100 million-plus account in January.

Earlier this week, Omnicom Group's PHD won the $50 million media planning and buying account for Cadbury in the U.K. after a review, according to sources. The other finalist was the incumbent, Publicis Groupe's Starcom. Aegis Group's Carat and others were knocked out in earlier rounds. Joanne Davis Consulting in New York will assist in the review process.