TBWA is tipped to win the Wrigley’s Spearmint gum account, worth 3m in the UK.
The agency beat Grey Advertising, after a pitch which originally involved Duckworth Finn Grubb Waters and the company’s roster agencies Young & Rubicam and Bray Leino.
The account was resigned by Abbott Mead Vickers.BBDO in June.
The TBWA win has yet to be formally announced but it is understood that senior US executives will come to London to rubber-stamp the decision.
TBWA managing director Jonathan Hoare says: “We are really excited by the pitch we presented to Wrigley’s. And we are hopeful that it will fall on fertile ground.”
Wrigley’s Spearmint, in the past, has been famous for campaigns which emphasise its “longer lasting flavour”. Young & Rubicam is tipped to win Wrigley’s 4m business for its chewing gum brands Orbit and Freedent.