Wrigley Picks DDB And Hangs Onto BBDO

Wrigley gum announced today that it has selected DDB Worldwide as an additional global creative advertising agency to their long term partnership with BBDO Worldwide. Wrigley is consolidating its agency roster from multiple agencies to try and reign in its message. “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.

BBDO will be responsibile for Eclipse, Extra, Orbit and Winterfresh brands in most countries. BBDO will also pick up additional creative responsibilities in the U.S. for Altoids and 5, which Wrigley is touting as a groundbreaking, new sugar-free stick gum being launched this summer. The agency will also handle Wrigely’s accounts in China for Doublemint. Did you know that its the country’s No. 1 gum brand? Neither did wee.

DDB Worldwide, which previously handled responsibilities for the brand in Australia and New Zealand only, will now have global creative responsibilities for Airwaves, Boomer, Hubba Bubba, Juicy Fruit, Solano and Sugus in most countries, as well as the LifeSavers in the U.S.