Wrigley’s moves 3m out of AMV into Bozell

Wrigley’s has taken its 3m Doublemint chewing gum account out of Abbott Mead Vickers.BBDO and into Devon-based through-the-line agency Bray Leino, the Bozell subsidiary that won its place on the roster in March.

AMV.BBDO will continue to handle the flagship Spearmint business and has been briefed to prepare advertising for a secret project due to break at the end of the month.

Wrigley’s marketing manager Alistair Whalley says: “We have a portfolio of good brands and good agencies which we aim to match with each other as effectively as possible.” He said the AMV.BBDO films would run until the end of the year, but denied the agency’s secret project was a new product launch.

Bray Leino picked up the new 4.1m Orbit and Extra accounts previously held by the Young & Rubicam subsidiary Sudler & Hennessey in March. Y&R Advertising Group was appointed to handle the dental care consumer and professional advertising business last month.

In January, Wrigley’s announced plans to increase this year’s total advertising spend to 10.9m.

It has come under recent pressure in the UK from Korean competitor Hai-Tai, which was successfully launched with a campaign from Ogilvy & Mather.


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