Saatchi & Saatchi has picked up more work for Cadbury and will operate across the brand's entire portfolio, with Droga5 losing lead agency status on some biscuit brands. The business was handed over without a pitch.
Saatchi & Saatchi, which already held the Cadbury Dairy Milk account, will now work across Cadbury's entire portfolio, following the agency reshuffle by Cadbury owner Mondelez.
Droga5 will remain on the roster.
Ben Wicks, general manager of marketing at Mondelez, said: “What we are doing is consolidating our strategy and creative for the Cadbury Masterbrand, Cadbury Dairy Milk and other Cadbury brands to Saatchi & Saatchi to leverage and build on the brilliant momentum and outstanding success we have had on Cadbury Dairy Milk over the past two years.
“Having one team for the Cadbury portfolio under Saatchi & Saatchi will give us scale and efficiency to build the brand's success even further as we continue to surprise and delight consumers with our brand and communications.”
Michael Rebelo, CEO of Saatchi & Saatchi, said: “We're excited to be now working across the entire Cadbury portfolio and including Favourites, Cadbury Biscuits, Cherry Ripe and Boost in our mix, and excited about the creative opportunities this appointment represents.”
Wicks added: “The Droga5 team has had great success across a number of campaigns and we look forward to continuing to work with Droga5 on existing pieces of business and exploring new opportunities that may arise out of their present partnership with William Morris Endeavour.”
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