Initiative scores Cadbury Schweppes


Initiative has won Cadbury Schweppes Americas Beverages’ 150 million media account, following a review, according to an AdAge story. The review affected Cadbury Schweppes’ beverage brands including Dr Pepper. Initiative beat the incumbent Mediaedge:cia, Martin Agency and Mullen in the review that did not include the company’s Cadbury Adams candy business, said the story. Creative, via Y&R, was not affected.