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Online Exclusive: Account Action


Billings Estimated at $7-$10 Million

By Published on .

CHICAGO (AdAge.com) -- Cadbury Schweppes Americas Beverages has shifted brand equity advertising duties for its Sunkist soft drink to the San Francisco office of Y&R, following a review, the marketer said.
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"We felt they really understood [the brand]," said Steve Jarmon, vice president of marketing resources for the beverages unit. "They provided great insight on the life and times of teenagers and how they expressed it creatively."

San Francisco office
This is the second time the Plano, Texas-based division of Cadbury Schweppes has moved a creative assignment to the San Francisco office. Last fall, the WPP Group agency picked up creative duties for Cadbury's 7 Up brand.

WPP sibling Brand Buzz, New York, retained promotional and in-store work on Sunkist and was a finalist in the review, along with Y&R, New York; Laird & Partners, New York; and North Castle Partners, Stamford, Conn.

A Cadbury spokesman said spending on Sunkist would grow to $7 million to $10 million on the brand to support a national TV campaign, up from the less than $3 million in recent years. Other estimates put the increase at $20 million.

The beverage unit last spring assigned creative duties for Snapple to Cliff Freeman & Partners, New York, without a review. "At Cadbury Schweppes we are in constant dialogue with all our agency partners about improving the effectiveness of our advertising," Mr. Jarmon said.

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