Emily Bryson York plays the "what if" game this morning with Cadbury as the trophy that will indicate who becomes the world champeen of the global confectionery market. Mars took the title last year when it chewed up Wrigley, but it will slip to No. 2 if either Kraft or a combination of Ferraro and Hershey wins the British company in a takeover. Bryson York also looks at the possible impact on spending on the accounts at various advertising agencies, a noble exercise in exponential what-ifism that we will not attempt to replicate here. Suffice to say that if …

It will supply more than 4,000 low-emission and electric vehicles, bicycles and motorbikes for the Summer Games in London.

Stephen Miller writes a fond remembrance of clothing retailer Sy Syms this morning, saying that his folksy commercials that promoted the off-price designer apparel sold at his eponymous stores "belied his talents as a merchandiser." Syms, who died Nov. 17 at age 83, took full credit for coming up with the closing line for all of his spots: "An educated consumer is our best customer." He himself was an well-schooled consumer of media buying, having set up his own shop so that he could take advantage of the 15% agency discount back in the day when …

Yes, it appears, in what is no doubt a rare dose of good news for writers who write very tightly. A new study from Weber Shandwick claims that while about 75% of Fortune 100 companies have Twitter accounts, many are not being utilized and few are using the medium correctly -- retweeting relevant posts, using hashtags and things like that. "Twitter is so popular because it's so personal and so direct; give one person the keys to your brand's castle, and they'll go out and connect," Chris Dannen suggests. But, he writes, "don't feel bad …

VUCA stands for Volatile, Uncertain, Complex and Ambiguous, reports David Holthaus, and that's the kind of world that P&G CEO Bob McDonald says we're operating in. The way to survive, he told 400 attendees at a Network of Executive Women event in Cincinnati Tuesday, is to stop meandering and "lead a life guided by purpose." McDonald suggested "consulting with family and others about purpose, writing it down and reviewing it often." He said that his purpose in joining P&G is "is to try and help people." He also advocated for diversity in the workplace. "Diverse groups of people …

"We need a new model: If you can't explain it, you can't sell it," says Elizabeth Warren, the Harvard University law professor who is head of the Congressional Oversight Panel for the Troubled Asset Relief Program and who first suggested a Financial Product Safety Commission in a 2007 magazine article. Mark Pittman and Bob Ivry write that Warren may wind up leading the Consumer Financial Protection Agency that President Obama has proposed to Congress, if it's approved, but she's not saying if she's even interested in doing do. If she's not, that would suit critics such as Thomas …

An Atlanta federal judge said yesterday that he could find no evidence that the Verizon "There's A Map For That" ad campaign is inaccurate, and he refused AT&T's request to force Verizon to take the commercials off the air, Rita Chang reports. The spots show two maps. One shows Verizon's 3G coverage blanketing the country; another depicts AT&T's coverage as sporadic. AT&T says white space in the map suggests that it offers no coverage at all in those areas. "I think Verizon Wireless was using a technical argument, while AT&T was making an argument about perception," wireless …