Blow for Publicis as Fallon scoops Dairy Milk project

Cadbury has briefed Fallon to create a new campaign for its Dairy Milk brand, in a move that sees Publicis London's grip on the £14 million UK Cadbury account weaken.

Fallon's Dairy Milk campaign, which is understood to include TV, is scheduled to break later this year. It will replace Publicis' Dairy Milk work that saw two generations of couples courting each other by offering the chocolate to a fellow passenger.

This is Fallon's third Cadbury brief. The agency won the Bournville account at the end of last year and also handles the The Natural Confectionary Company. The shift is seen as a desire to source Fallon's sharper creative credentials, while staying within the Publicis Groupe (of which Fallon is a subsidiary). The terms of the deal will see Publicis remain Dairy Milk's agency of record.

A Cadbury statement reads: "Cadbury Schweppes and Publicis Groupe work together in more than 30 countries. This means that in the UK, Cadbury Trebor Bassett uses the expertise of Publicis and Fallon London to help create brilliant communication solutions to build the entire range of chocolate brands."