Cadbury starts review of £25m UK media business

Cadbury Schweppes is re­viewing its £25m UK media planning and buying business, which is handled by Starcom. It is understood the confectionery giant has already started talking to agencies, although it is at an early stage.

The pitch is part of a wider pan-European review of the company’s media arrangement, which has been going on over the past few months. Cadbury confirmed the UK pitch, but would not comment on the wider review.

The company has already completed reviews across Southern and Central Europe. Starcom has retained Spain and added Italy, previously handled by OMD, and Greece, which it is thought was with Carat. In Central Europe, it is understood that Universal McCann has won Romania and Starcom has won Turkey, although it is not known which agencies were incumbent on the accounts.

Starcom has also won France from incumbent Carat. The UK, Northern Ireland and the Nordic region are the next regions to be reviewed.

Meanwhile, it is thought that Cadbury has parted company with Michaelides & Bednash, which was appointed to its roster last year to work on the Trident chewing gum account. The brand received a £10m marketing support package when it was launched last year, although the first TV work was pulled after the Advertising Standards Authority ruled one ad was racist (MW March 1).