The Digital Edge Wins Cadbury Schweppes Online Duties

WPP Group interactive media buying unit The Digital Edge (TDE) has been named digital agency of record for Cadbury Schweppes Americas Beverages (CSAB). Spending was not disclosed.

TDE, Mediaedge:cia’s interactive communications division, will handle all strategic digital planning, buying and execution duties for CSAB. CSAB’s brand portfolio includes Dr Pepper, 7 UP, A&W, Sunkist, Snapple, Mott’s, and Nantucket Nectars.

The account was formerly with Dallas-based SlingShot, which retains the online creative duties. Mediaedge:cia has been the agency of record for CSAB’s offline work for several years, so this move will integrate online and traditional media strategies under one roof.

TDE is currently working with Mediaedge:cia to coordinate offline and online planning for 2006, said Alan Schanzer, managing partner of TDE. By working more closely with the broadcast team, TDE is better able to take advantage of opportunities like upfront video.

While online advertising has not played a large role in CSAB’s plans in the past, they, like other consumer packaged goods (CPG) marketers, have given online a larger role, he said.

“They recognize, like most marketers, that the dynamics of the consumer are changing. Beginning to develop a stronger presence online is important, both from a promotional standpoint and a branding standpoint.

“It’s pretty clear that non-direct marketers, primarily consumer packaged goods companies, have been more careful about getting into the online space. These are companies that have built their brands primarily on TV, sponsorships of sports, and that type of thing — and that world is changing,” Schanzer said. “They’re beginning to realize that online is an incredibly important, above-the-line part of their communication mix.”

Specific plans have not been determined, but will likely include streaming video and new broadband applications, according to CSAB.

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