Cadbury Schweppes Americas Beverages (CSBA) awarded its media account to The Digital Edge unit of WPP's Mediaedge:cia, writes MediaPost. The digital account was formerly with Dallas-based SlingShot, which retains the online creative duties, reports ClickZ. Mediaedge:cia has been the agency of record for CSAB's offline work for several years, and The Digital Edge has in the past done online work for CSBA in conjunction with Mediaedge's traditional buys. The move consolidates traditional and online buying duties and is expected to help integrate online and offline campaigns. Online campaigns might include repurposed television ads and exclusive content, possibly sponsorships of Web-only programs.
