Cadbury World’s above-the-line advertising account has gone to Leicester-based Big Communications after a four-way pitch of Midlands agencies.

The Drum revealed last month that Cadbury World was on the lookout for a new agency, after ending its seven-year association with incumbent Palmer Hargreaves Wallis Tomlinson.

Cadbury World sales and marketing manager, Colin Samways, said then that it was time to “freshen things up,” but was tentative on details of future marketing plans. He added: “We wanted something which we could campaign with and which summed Cadbury up. We have a theme in mind, and Big came very close to that at pitch. We’re still working with them at the moment to get ours and their ideas completely aligned.”

Samways hinted a new website and other new media items could also be in the offing as the chocolate giant starts work with its new agency.