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M&B secures place on Cadbury roster.(Michaelides and Bednash)(Cadbury Trebor Bassett)(Brief article)
Cadbury Trebor Bassett has appointed Michaelides & Bednash to its agency roster on the Trident chewing-gum account.
M&B joins Trident's existing agencies - Starcom, JWT, RPM and AKQA - and will now develop new communications ideas for the Trident brand, which launched amid widespread controversy in January this year.
M&B's appointment follows months of speculation that the confectionery brand is planning to review its media out of Starcom.
John Phillipson, the head of marketing for gum and pocket candy at Cadbury, said the appointment would not affect its relationship with Starcom, which will continue to plan and buy media for Trident. 'We are not ...
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