Cadbury has begun talking to agencies as part of a wider pan-European review of the company's media account, which has been ongoing for the past eight months.
Separately, the company has also called a review of the digital account for its Wispa chocolate bar. The company is understood to be in talks with three agencies, and a decision is expected shortly.
The brief is to help relaunch the Wispa brand. The Wispa was withdrawn in 2003, but brought back for a trial period in October after a "bring back Wispa" Facebook group called for its reinstatement. It will be relaunched permanently later this year.
Cadbury has already reviewed its media business across southern and central Europe, with the Publicis-owned Starcom winning the confectionery giant's account in France, previously held by Aegis-owned Carat.
Starcom also retained Spain and won Italy (formerly handled by OMD), Greece and Portugal. In Central Europe, it scooped Hungary, the Czech Republic, Turkey, Slovenia, Slovakia and Bulgaria.
It is believed that Universal McCann has won Romania.