Consultant Confirms Cadbury Hire

NEW YORK Joanne Davis Consulting has confirmed handling an assessment of Cadbury Adams USA’s media agencies in conjunction with affiliate Jane Twyon. The client spends $100 million annually on ads.

Cadbury Adams, the confectionary arm of Cadbury Schweppes Americas, markets brands such as Dentyne, Trident and Stride gum. Estimated annual North American media spending is $100 million.

The client now employs three main media shops in those markets: WPP Group’s Mediaedge:cia in New York, which handles traditional media duties in the U.S.; Interpublic Group’s M2 Universal in Toronto, for traditional media in Canada; and WPP’s MEC Interaction in New York, which has online media.

Twyon declined to comment and the Parsippany, N.J.-based client could not immediately be reached.

Cadbury’s parent company is in the process of spinning off its U.S. beverage business, which includes brands such as Dr Pepper, 7Up and Snapple. That process, in the works since March 2007, should be completed next month. As planned, the unit will become a separately traded company called Dr Pepper Snapple Group.

This story updates an earlier post to reflect the joint consulting effort