Cadbury has awarded its Canadian media business to Cossette Media, an account previously held by M2 Universal.
The shift follows a competitive North American-wide review that saw Cossette pitch the business alongside Horizon Media, a New York City-based partner of Cossette in the Columbus Media International—a global network of independent media agencies.
“Following an extensive review, Horizon Media and Cossette Media came out on top, thanks to their complementary capabilities that we believe to be critical to win in the United States and Canada,” said Lesya Lysyj, Cadbury’s executive vice-president of marketing, in a release.
“We are a creatively-driven media agency with substantial digital experience and a reputation for developing innovative media solutions,” said Cathy Collier, senior vice-president and media director, Cossette Media. “We are extremely excited to apply our creative media strategies to Cadbury’s prestigious portfolio of Canadian brands and to work seamlessly with our U.S. partner, Horizon Media.”
Cadbury’s media agency review began in late June following a shake-up of its other media assignments globally. In late summer, Cadbury also consolidated its creative business at Saatchi & Saatchi New York; MacLaren McCann in Toronto previously handled creative for Cadbury in Canada.
According to The Nielsen Company, Cadbury spent about $11.9 million on measured media advertising for its confectionary division and $9.9 million on its chocolate business in 2007. In total, the North American business is reportedly valued at $100 million.
Cadbury’s partnership with Horizon Media and Cossette Media takes effect on Nov. 10, 2008, although MacLaren officially holds onto the creative account until the end of the year.
