A few weeks ago Cadbury Schweppes Beverages, makers of Dr Pepper, Snapple and others, announced that it was putting its media business into review. Incumbent Mediaedge was to defend, but sources said that retaining would be unlikely.
Then, the de-merger between Cadbury confection and Cadbury beverages heated up and there was a marketing department reshuffle. One that included almost 500 layoffs.
Yet, the show must go on. In the case of Mediaedge (and the other agencies pitching Cadbury Schweppes), the show goes on with all pitches taking place next week, and a final decision by early December.
It is still, ahem, unlikely that Mediaedge will retain.
Why do agencies that know they are going to lose still pitch the business? Is it some sort of a macho thing? Do they not actually believe that they have no chance? I have to admit to being baffled by it. Sometimes, it seems, it’s better (in terms of agency expenditure and the bad publicity of having an account in review) to just resign. Fall on your sword and all that.
In better news, and contrary to previous rumors, I hear that Mediaedge is the limit of the near-term agency flux at Cadbury Schweppes. The senior marketing team has not changed and it really wouldn’t make sense to fire a bunch of internal people and then get rid of all of the agencies, too (VML and Y&R, it looks like you’re safe).
Just because it makes sense doesn’t mean it will happen, but one does hope.