Cadbury has enlisted VCCP as its lead global agency, following a review which was called in March after the chocolate maker sought to consolidate its advertising strategy.
The brief was previously split across markets with Fallon – which created the brand's now famous drumming gorilla ad – and fellow Publicis Groupe-owned Saatchi & Saatchi being its two key agencies.
VCCP will lead the new integrated approach, with VCCP London having been appointed as the full-service partner agency for the Cadbury Portfolio in the UK and Ireland, as well as the global lead for Cadbury Dairy Milk.
Since the heydays of its 'Gorilla' ad the brand has invested in campaigns which have arguably failed to resonate in the same way with consumers. In 2012 it launched its 'Joyville' proposition which was replaced two years later with a £7.5m 'Free the Joy' push.
Its top marketer Matthew Williams departed from the business after 15 years last summer, meanwhile the uncertainty of Brexit and questions about the quality and taste of products like Crème Egg since the Kraft/Mondelez takeover have also poised challenges for the brand.
Ben Wicks, global brand director at Cadbury, said with the hire of VCCP he looked forward to evolving the creative direction of the business.
Adrian Coleman, founder and group chief executive of the ad agency, added: "Cadbury is a brand every agency would love to see on their client list. We are thrilled to be working with them and have big ambitions to develop some brave, standout work globally."