• Adweek, Monday, November 26, 2007 12 PM

Cadbury Schweppes has tapped four final shops to pitch for media duties on its U.S. beverages business, with the contenders including Initiative in New York, Mullen in Wenham, Mass., and The Martin Agency in Richmond--all Interpublic agencies--and incumbent, WPP Group's Mediaedge:cia, in New York. Cadbury, which spent $140 million in major domestic measured media last year, picked the finalists after visiting six shops earlier this month. Independent Horizon was one of the other agencies considered, insiders say, but no word on the sixth. Cadbury will brief the remaining contenders over the next few weeks, with final presentations slated for early January and a decision expected later that month.

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