Y&R appointed to build global Schweppes brand

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LONDON -- Cadbury Schweppes plc is to consolidate advertising for its Schweppes brand across the world into Young & Rubicam, following a pitch including fellow roster agencies Saatchi & Saatchi and Foote Cone & Belding. The business is reportedly worth $32 million.

Saatchi & Saatchi will lose its hold on the Schweppes soft drink brand in Europe and Hong Kong; FCB will relinquish the brand in the Americas. Y&R will add to its Australian account.

Cadbury Schweppes is keen to inject some international consistency into its Schweppes brand which has different images in different markets.

"The decision to appoint a global agency was taken after an extensive brand audit and is totally in line with our objective to deliver growth in shareholder value from our brands," says Elaine Hindal, London-based VP, global marketing at Schweppes. She says Y&R won the "close contest" on the basis of its creative work.

The Y&R pitch was led by London-based Y&R Europe Account Managing Director Suzanne Sharpe. Strategic and creative work was led by Y&R, London.

Copyright August 1998, Crain Communications Inc.

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