Publicis wins back Cadbury

After a recent three-way strategic and creative pitch, Publicis Johannesburg has been awarded the above-the-line account for the Cadbury chocolate business worth in the region of R20 million per annum in media billings.

Partnership (now Publicis since the 1997 purchase by the world's 4th largest communications group) opened their doors with just one account – Cadbury, in 1974. The agency retained the account until 1998 when the chocolate multinational underwent a worldwide agency realignment, so the return of the business proves to be an emotional win for the Johannesburg agency.

Francis Blitz, Chairman of Publicis says "This is an incredibly exciting win for us – as not only did we win the business in a pitch against two of the country's top agencies, but also to get the business back after 5 years, especially as many of the creative platforms which originated from this agency are still in use today – such as CDM's Cadbury Country; Lunch Bar Makatini; Chomp's Hippo and Crunchie's CRRR in your mouth."

In 1979 the first Loerie Grand Prix was awarded to Partnership (now Publicis) for their 'Cadbury Country' campaign a campaign still running today. The agency went on to win an Apex Grand Prix in 1998 and other Apex and effectiveness awards for their achievements on the Cadbury business during the 24 years that they held the business.

In January this year, the Cadbury above-the-line business was awarded to Publicis Worldwide in 9 key markets. "The winning of the Cadbury Chocolate account in South Africa brings our global reach to 10 countries. This alignment helped get us into the pitch but we still had to fight hard to win the pitch", says Blitz.

Cadbury's Marketing Director, Paul Kerr says of the awarding of the account to Publicis, "Their pitch demonstrated a passion and good understanding of our brands. We look forward to working with the agency in the future. Certainly, the global alignment will be beneficial but local market impact and relevance will be critical."

Media will be managed by Optimedia – the Publicis media independent – and Publicis will be rolling out a holistic offering to Cadbury.