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.