Wrigley Leverages Two Global Creative Agencies

The Wm. Wrigley Jr. Co. selects DDB Worldwide as an additional global creative advertising agency, joining BBDO Worldwide, to provide creative advertising agency support for the company's brands throughout the world. This determination follows a comprehensive, four-month agency assessment that Wrigley undertook to determine its optimum agency resource structure. "Our new structure will allow Wrigley to be more efficient, synergistic, nimble and faster to market globally with highly creative, integrated consumer campaigns," says Wrigley's Chief Marketing Officer Martin Schlatter. As a result of this global realignment of brand responsibilities, 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 United States for 5, a groundbreaking, 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 No. 1 gum brand. DDB Worldwide, which previously handled Wrigley brand responsibilities only in 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 United States.