The business is going to Publicis as part of the reorganisation of D'Arcy's accounts, which are being distributed across the Publicis Groupe following the French advertising giant's decision to close the agency after its acquisition of Bcom3.
The decision is probably not as much as a surprise as it appears. According to reports, Cadbury made its final decision about awarding the business to D'Arcy/Publicis on the basis that the pitch team would run its account.
It is understood that the team included Publicis US CEO Susan Gianinno and D'Arcy worldwide chief creative officer Lee Garfinkel, whose future is still in doubt. It had been reported that the former TBWA creative chief would take up the job of Publicis worldwide creative director, but he has yet to say yes.
The review included the pan-European Cadbury business TBWA resigned in the summer as it cleared its decks to receive a flood of Masterfoods business across Europe, including Masterfoods' confectionery.
The business includes the Crispy Crunch, Cadbury Creme Eggs and Caramilk brands.
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