The World: Dallas - Initiative wins $150m Cadbury Schweppes business

Interpublic's Initiative has won the media planning and buying assignments on the Cadbury Schweppes America Beverages $150 million account following a four-way pitch.

The business moves from WPP's Mediaedge:cia in New York, which contested it with two other IPG shops: The Martin Agency and Mullen.

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

The Cadbury Schweppes win is Initiative's second major boost this year, following last month's capture of the media assignment for Hyundai Motor America's $735 million Hyundai and Kia marques.