The World: Sydney - Cadbury cuts costs in wake of hostile takeover bid

Cadbury has trimmed its Australian agency roster for its main chocolate brands from five to four.

The move comes in the wake of a hostile takeover bid by Kraft, which is understood to have put Cadbury under pressure to analyse its cost base.

The realignment means an end to Cadbury's four-year relationship with The Furnace.

Meanwhile, George Patterson Y&R Melbourne will add Boost to its existing work, which includes Picnic and Cherry Ripe. Saatchi & Saatchi Sydney will continue handling the Dairy Milk portfolio, while Publicis Mojo oversees Freddo, Roses and Cadbury's innovation work.


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