Young & Rubicam is tipped to snatch the Wrigley’s 4m business for chewing gum brands Orbit, and Freedent from roster agency Bray Leino, as the company carries out a widespread review of its ad agencies.
According to sources, Young & Rubicam has picked up the business as consolation for missing out on the flagship brand Spearmint Gum. The leading brand was handled by Abbott Mead Vickers.BBDO until the agency resigned the business earlier this year.
Wrigley’s is about to announce whether Grey Advertising or TBWA has won its 3m Spearmint Gum business, after Duckworth Finn Grubb Waters and the two roster agencies Bray Leino and Young & Rubicam were eliminated from the shortlist.
Philip Hamilton, Wrigley’s managing director, denied Y&R was about to handle the sugar-free range Orbit and Extra, or Freedent, which is being relaunched on September 9 as a sugar-free, anti-plaque gum. He said it will not be advertised until next year when full distribution has been achieved.
Y&R was appointed to handle the dental care consumer and professional ad business last September. Y&R chief executive Toby Hoare was unavailable for comment.
The most recently shown TV ad for Spearmint Gum features a couple who meet over a stick of gum on a coach. This commercial was made several years ago by BBDO London.