Business Was With Soon-to-Close D'Arcy

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A correction has been made in this story. See below for details.

NEW YORK ( -- Cadbury Schweppes, London, has given its estimated $30 million to $50 million Cadbury chocolates business to Publicis Groupe's Publicis Worldwide, New York and London, executives close to the review confirmed.

TBWA Worldwide, London, and TBWA/Chiat/Day, New York, the incumbents, resigned the business this year after taking on new work from Mars Inc.

The account was technically awarded to D'Arcy Masius Benton & Bowles, the New York shop that will be shuttered by Publicis in several weeks and absorbed into the Paris-based holding company's other agencies.

Led pitch
Susan Gianinno, Publicis Groupe's U.S. CEO, led the pitch in late October. Ms. Gianinno was formerly D'Arcy's president. Ms. Gianinno moved over to Publicis in October after the holding company decided to fold D'Arcy.

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An executive with Publicis Worldwide said a team made up of D'Arcy and Publicis employees would work on the account.

Creative director
The executive also confirmed that former D'Arcy creative director Lee Garfinkel helped pitch the business, but Mr. Garfinkel has yet to accept an offer from Publicis for a similar position within the network.

Publicis' Leo Burnett USA, London, also pitched for the account.

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CORRECTION: The original version of this story incorrectly reported that Havas' Euro RSCG MVBMS previously handled the Cadbury business but did not participate in the review. That agency did not handle the business and was not involved in the review process.

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