Mondelez shifts Cadbury biscuit brands from Droga5 to Saatchi & Saatchi Sydney

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Droga5 has lost its lead agency status on some Cadbury chocolate and biscuit brands as Mondelez has consolidated the brand’s account with Saatchi & Saatchi Sydney.

Ben Wicks, general manager marketing explained that the reshuffle would see all Cadbury advertising moved under Saatchi & Saatchi, while Droga5 will remain on its roster for other candy and biscuit brands.

The move follows Woolworths’ decision last month to add Leo Burnett to its creative roster, effectively ending Droga’s stint as lead agency on that account. Last month Droga revealed Havas ECD Steve Coll will be joining the agency to head its creative efforts.

Saatchis has been responsible for spearheading the local version of the Cadbury Joyville campaign, which has taken in brands including Dairy Milk and Marvellous Creations, as well as Crispello, while Droga5 will pass over the Boost and Cherry Ripe brands with Saatchi to work across Freddo, Favourites, Boost and Cadbury Boost. Droga5 will retain the Natural Confectionary Company and belVita after being added to the roster in August 2011.

“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,” Wicks said.

“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.

“Being awarded more business from your client is an ultimate endorsement of your partnership.”

Droga5  will continue to work with Mondelez, with Wicks adding: “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 recent partnership with William Morris Endeavor.”

In February Mondelez revealed 30thirty, Immediate, Integer and Oxygen will handle its below-the-line marketing activity following a competitive pitch. JWT will retain its work for Vegemite, Philadelphia and Kraft Peanut Butter.

Saatchi & Saatchi’s clients include Toyota, St George, Big W, OPSM and Lexus while Droga5’s clients include Telstra, Unilever, Qantas, United Nations, ING Direct and OzHarvest.


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