Wrigley has awarded its &£20m media buying business to MediaCom following a pitch against Starcom Motive.
BBJ, OMD and incumbent Mediaedge:CIA had also pitched, but were dropped from the list earlier this month.
Mediaedge:CIA, the result of a merger between CIA and The Media Edge (TME), was tipped to lose the business because of a conflict of interest over TME’s Colgate-Palmolive dental gum account (MW November 29, 2001).
The pitch, which was managed by Media Audits, was overseen by Ian Gallois, Wrigley media director for Europe, the Middle East, Africa and India.
He says: “It is important that we engage with consumers when and where they chew and MediaCom has the ability to help us achieve these objectives.”
Wrigley marketing director Gharry Eccles adds: “MediaCom was appointed for its strategic planning ability, its creativity and its innovation in communication.”
MediaCom will take charge of the account on May 1. Its first task will be to oversee the &£8m launch of gum/mint hybrid X-Cite (MW January 31), which went on sale last week.
The above-the-line campaign for X-Cite will be created by Wrigley’s long-standing ad agency, Abbott Mead Vickers.BBDO.
Part of this budget is earmarked for “non-traditional” advertising – a departure for Wrigley, which usually favours mainstream forms of advertising.