The World: Dallas - Cadbury Schweppes rethinks beverages strategy

Cadbury Schweppes has shortlisted four agencies to contest its $140 million US beverages media account.

WPP's Mediaedge:cia, the incumbent, will fight challenges from two Interpublic agencies - Initiative in New York and Mullen in Wenham, Massachusetts - and The Martin Agency in Richmond, Virginia.

Cadbury's beverage brands include 7Up, Diet 7Up, Dr Pepper, Diet Dr Pepper, Snapple, Sunkist and Mott's.

Company executives are expected to brief the shortlisted agencies within the next two weeks. Final presentations will take place in early January before a decision later in the month.