The company last week reduced its pool of marketing suppliers from five to four as part of a shake-up of its $23m creative roster.

The confectionary giant’s Daniel Ellis told ProPrint: “We will use printed marketing as part of an integrated marketing campaign that also includes online and television.”

But he added that the creative agency review “was not specifically in response to pressure to increase ROI on printed material”.

Cadbury includes Geon Group, Vega Press, The Print Centre, Amcor Displays, and Visy Glama on its roll call of print suppliers for work such as billboards, print promotions, and outdoor advertising.

Ellis said the company most recently turned to print in a campaign entitled “Perfect for on the Go”, designed to promote the redesigned 100g block of Cadbury Dairy Milk chocolate (pictured).

“Our brand managers and our media buying agency hold regular strategy planning sessions to determine the best marketing mix for the different target markets of our individual product brands,” he added.

Cadbury’s trimming of its creative roster ended a four-year relationship with Sydney agency The Furnace.

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