Lame-Duck D’Arcy to Take Cadbury Biz

NEW YORK — D’Arcy Masius Benton & Bowles is poised to win creative duties on the estimated $30-50 million Cadbury chocolate business, sources said, following a review in which the only other finalist was Publicis Groupe sibling Leo Burnett in London. Havas’ Euro RSCG handles Cadbury’s sugar-based candies and did not participate in the review, sources said.

The account would be serviced by Publicis in New York and London, which are absorbing some D’Arcy accounts when the latter agency is dismantled in the next few weeks. Sources said Cadbury was awarding the business to D’Arcy/Publicis because it was promised that the team pitching the business would work on the account. That team included Publicis U.S. CEO Susan Gianinno, who helped lead the pitch in Toronto last month, as did D’Arcy worldwide chief creative officer Lee Garfinkel, who has yet to accept the position as Publicis worldwide creative director, sources said.

Neither executive could be reached, nor could the client. Agency Assessments, a consultancy in London, managed the review for Cadbury’s pan-European and Canadian chocolate-based business, which includes the Crispy Crunch, Maynards, Cadbury Creme Eggs and Caramilk brands. TBWA Worldwide resigned the account in August to take on global creative duties for Masterfoods (formerly Mars), a client that competes with Cadbury in confectionaries.