$140 Mil. Cadbury Mulls 4

NEW YORK Cadbury Schweppes Americas Beverages has selected four finalists to pitch media duties on its U.S. beverages account, confirmed Roth Associates, the New York consultancy managing the search.

The contenders are: Interpublic Group agencies Initiative in New York, Mullen in Wenham, Mass., and The Martin Agency in Richmond, Va.; and the incumbent, WPP Group’s Mediaedge:cia in New York, Roth confirmed. (Mullen is pitching through its MediaHub unit, and Martin via its Ingenuity Media unit.)

Cadbury, which last year spent $140 million in major domestic measured media, picked the finalists after visiting six shops the week of Nov. 12.

Horizon, an independent, was one of the other agencies that the company visited, according to sources. The sixth could not be ascertained.

Client executives will brief the remaining contenders within the next two weeks at Cadbury’s offices in Plano, Texas. Final presentations are slated for early January, with a decision expected later that month, according to the consultancy.

Cadbury’s beverage brands include 7Up, Diet 7Up, Dr Pepper, Diet Dr Pepper, Snapple, Sunkist and Mott’s.