Cadbury to Consolidate Chocolate Brands at SSF Group

$200 Million Win Is First Multiregional Account for Year-Old Alliance

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NEW YORK ( -- Cadbury said it is consolidating its estimated $200 million chocolate portfolio at SSF Group, the year-old alliance formed by Publicis Groupe agencies Saatchi & Saatchi and Fallon.

The win is the first multiregional account for SSF Group, which will now manage more than 15 Cadbury brands in global markets including the U.K., North America, Poland and Russia.

London-based Cadbury, which was known as Cadbury Schweppes before the company split its confectionary and beverage businesses, had established relationships with both Saatchi and Fallon; the latter's London office churned out the popular drumming gorilla spot for Cadbury Dairy Milk. A number of other chocolate brands, however, have been handled in the U.K. at sister agency Publicis.

The decision to consolidate the chocolate roster at SSF Group was "based on a desire to drive Cadbury's advertising competitive advantage through a strong, single agency global partnership with powerful local capabilities," the marketer said in a statement.

It also comes as Cadbury plans a major U.S. push for its chocolate brands, such as Cadbury Dairy Milk, Caramilk and Cadbury Cream Egg, which were previously handled out of Canada by McLaren and will now be led by Saatchi's New York office.

Domestically, existing agencies will continue to handle the Cadbury Gum family, including Bubbalicious and Trident, which are handled by WPP Group's JWT; Certs, Dentyne and Chlorets, which are handled at Interpublic Group of Cos.' McCann Erickson; and Chiclets, at Interpublic's Deutsch, said executives familiar with the matter.