As digital agency of record, the WPP Group shop will handle digital strategy, website development, online creative and media production. The agency will develop work for Cadbury Schweppes brands including Dr Pepper, 7Up, Sunkist, Snapple, Mott's, Rose's, Yoo-hoo, Nantucket Nectars and A&W Root Beer.
Cadbury's beverage unit quadrupled its internet media spending in 2006 to $3.1 million over the prior year, according to TNS Media Intelligence.
"VML truly impressed us during the review process," Erika Knight, director-interactive and emerging media for Cadbury, said in a statement. "The breadth of their service offerings is a great match for the varied needs of our portfolio of brands."
Teaming with roster shops
VML will partner with existing Cadbury Schweppes roster agencies to integrate digital media in all communications. WPP's MEC Interaction continues to handle interactive media planning; WPP sibling Y&R, San Francisco and New York, MDC Partners' Cliff Freeman & Partners, New York, and Laird & Partners, New York, handle brand advertising. Ammo, San Francisco, handles word-of-mouth marketing.
"We're elated about the opportunity to partner with the team at [Cadbury] to continue the momentum they've started in moving these well-known brands into new levels in the digital space," said VML President Jon Cook.