The US-based chewing gum giant said the agreement follows a comprehensive, four-month agency assessment that Wrigley undertook to determine its optimum agency resource structure. Wrigley said it is consolidating its agency roster from multiple agencies across the globe to two, in order to effectively drive its growth in the highly competitive global confectionery industry. As Wrigley’s long-standing advertising agency of record, BBDO was exempt from this review process.
Our new structure will allow Wrigley to be more efficient, synergistic, nimble and faster to market globally with highly creative, integrated consumer campaigns, said Wrigley’s chief marketing officer Martin Schlatter. We have selected two best-in-class partners in BBDO and DDB that will help us accelerate our marketing efforts worldwide with creative that advance our brands with consumers and helps us achieve our ambitious growth goals.
As a result of this global realignment of brand responsibilities, Mr Schlatter said that BBDO will now have responsibility for the Eclipse, Extra, Orbit and Winterfresh brands in most countries. BBDO will also pick up additional creative responsibilities in the US for 5, a new sugar-free stick gum being launched this summer, and Altoids. The agency will also expand into three key Wrigley countries including China, where it will create advertising for Doublemint, the country’s leading gum brand.
DDB Worldwide, which previously handled Wrigley brand responsibilities in only Australia and New Zealand, will now have global creative responsibilities for Airwaves, Boomer, Hubba Bubba, Juicy Fruit, Solano and Sugus in most countries, as well as the LifeSavers franchise in the US.
We are very excited about this next chapter in our partnership, said Andrew Robertson, president and CEO, BBDO Worldwide. 5 and Altoids are important new assignments in the US that we are honored to have, and opening up the relationship in new markets around the world is something we have long dreamt of doing. It’s a chance for BBDO Worldwide to show what it can do worldwide.
Chuck Brymer, president and CEO, DDB Worldwide, added: We are delighted and proud to have been chosen as a partner to Wrigley and its great stable of brands. We are looking forward to helping drive greater momentum and growth throughout the global marketplace. We are ready to go.
