US food conglomerate Kraft has beefed up its communications arsenal as its troubled £10.5bn takeover bid for Cadbury reaches a critical stage.
The US company has called in Edelman to provide strategic PR advice on a post-merger scenario, despite widespread speculation that its hostile acquisition offer will be rejected by Cadbury shareholders next week.
The agency has already started work on the account, providing 'preliminary strategic counsel', said Kraft VP of corporate affairs Nancy Daigler. 'We're far enough into the tender process ...