Cadbury Picks JWT to Handle $50 Mil. Stride

NEW YORK JWT has been selected to handle the launch campaign for Cadbury Adams’ new Stride chewing gum after a shootout against McCann Erickson, sources said. Estimated billings are $50 million.

Both agencies are on the Parsippany, N.J., client’s roster. WPP’s JWT handles Halls, Trident and Bubblicious, while Interpublic Group’s McCann’s assignment includes Dentyne, Clorets and Certs. McCann joined the roster in August 2003 and handles some overseas business as well.

It is believed that the assignment was awarded after JWT’s work tested better than McCann’s, sources said.

McCann executives could not be reached for comment. JWT referred calls to Cadbury Adams.

A message left for the client’s vp of marketing, Bill Higgins, was not immediately returned. A company representative declined comment.

Cadbury Adams is a division of London-based Cadbury Schweppes.