Cadbury Shifts Media to Publicis Team

Kraft is shifting media buying for Cadbury, which it acquired earlier this year, to Publicis Groupe unit Kraft Foods Team One, the client confirmed today.

Annual ad spending on the Cadbury brands is $120 million, per Kantar Media.

Independent Horizon Media previously handled buying chores on Cadbury and will continue to hold planning duties, a Kraft rep said.

In January, Publicis siblings MediaVest and Digitas formed Kraft Foods Team One by combining their Kraft units to form a single dedicated organization to service the food giant’s global media account. Susan Canavari (shown above) leads the division.

“Since the acquisition of Cadbury earlier this year, we have been reviewing our go-to-market approach in many areas including media buying” the Kraft rep said. “As a result, we have decided to consolidate the media buying activity for the combined company in the U.S.”

The rep added: “Horizon Media, Cadbury’s incumbent agency, will continue to play a key role by remaining as the media planning agency for the Cadbury gum and confectionery brands. We welcome them to our agency roster. We are convinced this new structure will create a greater scale and efficiency for Kraft Foods.”

Kraft spent $720 million in measured media in the U.S. alone in 2008, and more than $600 million last year, according to Nielsen. In its 2008 annual report, the company listed all ad expenses in excess of $1.6 billion.