4 Remain in Cadbury Media Review

NEW YORK Cadbury Adams USA has narrowed its media review to four finalists, identified by sources as: Aegis Group’s Carat, Interpublic Group’s Universal McCann, Omnicom Group’s PHD and independent Horizon, per sources. Final presentations are scheduled for late October.

The review covers the U.S. and Canada, where UM sibling M2 Universal is the incumbent. WPP Group’s Mediaedge:cia, incumbent on the U.S. business, was eliminated in the previous round, along with contender MPG, the Havas-owned media shop. 

The gum and candy maker spends $115 million annually in North American measured media.

The review was launched in early July. A representative then said that brands covered under the review include 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, according to sources.

The agencies making the final round declined comment or referred calls to the client. The client rep did not immediately return a call seeking comment.

Earlier this year, the company was 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 that $100 million-plus account in January.

Cadbury Adams tapped Joanne Davis Consulting in New York to assist it in the review process.