LOS ANGELES Snapple is mulling four finalists — all roster shops of parent Dr Pepper Snapple Group — in a review of ad chores, according to sources.
Snapple spent $15 million on ads through July 2008 and $25 million during all of 2007, per Nielsen Monitor-Plus.
Pitching this week, per sources, are: MDC Partners’ Cliff Freeman and Partners, New York, the incumbent; Interpublic Group’s Deutsch/LA, Marina del Rey, Calif., which won Cadbury’s Dr Pepper following a review this year; Laird + Partners, New York, which has handled various Cadbury labels including Mott’s Apple Juice; and WPP Group’s Y&R, San Francisco, which handles a broad client portfolio including Diet Dr Pepper, 7Up, Sunkist, Hawaiian Punch, A&W and Cadbury Ginger Ale.
According to sources, the review has been handled internally, without the help of a consultancy. A decision is expected imminently after presentations and could be disclosed as soon as this week.
Agency executives either declined comment or could not be reached.
Client executives did not confirm the list of agencies, but did say that chief marketing officer Randy Gier, svp of brand action Sean Gleason, and vp Cindy Hennessy exited last week, leaving svp, marketing Jim Trebilcock to wrap up the review.
CORRECTION: Dr Pepper Snapple Group is the immediate parent company, not Cadbury Schweppes, as Adweek reported in an earlier version of this story. We regret the error.