Ogilvy Melbourne has been named the local creative agency for Cadbury Dairy Milk, replacing incumbent Saatchi & Saatchi Sydney.
The appointment follows a global pitch for the Mondelez business, with VCCP London being appointed the global lead for Cadbury Dairy Milk.
Saatchi & Saatchi has held the Cadbury account for five years, delivering campaigns including Cadbury Dairy Milk ‘Joyville’ and ‘Dominos’ and more recently Cadbury Favourites ‘Everyone gets their favourites’.https://youtu.be/N2ItmakhxPM
Ogilvy Melbourne will take on local Cadbury and Cadbury Dairy Milk campaign responsibilities in Australia and New Zealand, becoming a "full service local partner" on Cadbury brands, and Cadbury Dairy Milk local activation.
The brands include Favourites, Roses, Coco, Old Gold, Cherry Ripe, Picnic, Twirl, Crunchie, Boost and Moro.
Ogilvy remains Cadbury’s partner agency in Asia, Middle East, Africa and Canada. The move consolidates partners working on the Cadbury brand in the region and globally.
Mondelez global brand director Ben Wicks says the business was looking forward to evolving the creative direction of the brand.
“Cadbury is one of our most iconic brands and we’re excited to partner with VCCP and Ogilvy to write the next chapter in the brand's famous advertising history," Wick says.
Mondelez thanks Saatchi & Saatchi for all their creative work, adding the businesses will work through the transition from the agency.
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