The Caramilk secret-keeper is entrusting its North American media account to Canada’s Cossette Media and New Jersey-based Horizon Media. The new cross-border collaboration, announced yesterday, was the result of complementary strengths, notes Cadbury’s executive VP, marketing, Lesya Lysyj, including the agencies’ ‘creative approach to media’ and ‘willingness to push the boundaries of communication.’
Cadbury’s search for a media planning and buying agency for its North America business spanned 11 proposals.
The partnership will see Cossette Media leverage its proprietary tools targeting various consumer segments. According to Cathy Collier, senior VP and media director at Cossette Media, the firm will also leverage its digital experience and a rep for developing innovative media solutions to Cadbury’s portfolio of Canadian brands.
Cadbury’s annual North American ad spend is $150 million.
