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Cadbury appoints new ad agency
Cadbury South Africa has appointed Ogilvy as creative agency on their chocolate brands - a portfolio that includes global giants Dairy Milk, Lunch Bar, Crunchie, Flake and Milk Tray.
The agency's success follows a four-way pitch involving incumbent agency Publicis, Euro RSCG and Saatchi & Saatchi. Following the withdrawal of Publicis after the first round of the process, the remaining three agencies fought it out at final pitch presentations in September.
Commenting, Cadbury Group Marketing Director Geoff Whyte said: “All produced impressive work both strategically and creatively making our decision very difficult.
“Euro RSG are an up-and-coming agency who showed great depth in their ideas -attacking the brief with a fresh perspective and a light touch. Saatchi also impressed with some exciting creative proposals and a great grasp of the strategic challenges.
“In the end, however, Ogilvy edged the decision in their favour by demonstrating consistent clarity of thought from consumer insight to strategic approach to creative big idea and execution.”
The agency's appointment is effective 1 November 2008.
