The Wrigley Company has consolidated its £200m advertising business into Omnicom after adding DDB Worldwide to its global roster following a non-roster pitch. BBDO, the company’s long-standing agency, was not affected by the review.
The pitch, which started in April (MW April 19), aimed to reduce the company’s multiple agency roster to two networks in a bid to accelerate its marketing and drive growth. Wrigley previously worked with Publicis, US agency Crispin, Porter Bogusky and Bristol-based Bray Leino.
BBDO will now handle the Eclipse, Extra, Orbit and Winterfresh brands in most countries and will also take responsibility for 5 – which has already been launched in the US and is expected to be launched in the UK – and Altoids.
DDB Worldwide, which handled Wrigley in Australia and New Zealand, will now have global responsibility for Airwaves, Boomner, Hubba Bubba, Juicy Fruit, Solano and Sugus in most countries and Livesavers in the US.
Wrigley chief operating officer Martin Schlatter says: “Our new structure will allow Wrigley to be more efficient, synergistic, nimble and faster to market globally with highly creative, integrated campaigns.”