Initiative wins $150m Cadbury Americas account

LONDON - Initiative has picked up Cadbury Schweppes Americas Beverages' $150 million (£76million) media account.

Mediaedge:cia and Initiative sister agencies Martin Agency and Mullen had also reportedly pitched for the account.

The review only affected Cadbury Schweppes' beverage brands and did not include the company's confectionary business.

The Cadbury Schweppes account win follows Initiative's win of the Hyundai Motor America's Hyundai and Kia account.

Initiative failed to return Media Week's calls.

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