The development comes after a creative review that reportedly included Asian incumbents Grey and Leo Burnett, along with Saatchi & Saatchi. BBDO, as Wrigley’s global creative lead agency, was exempt from the review.
Leo Burnett currently handles Wrigley in several regional markets, including China, while Grey oversees Hong Kong and India.
While brand and market allocations are still being drawn up, Wrigley confirmed that BBDO would handle Doublemint and Extra in China and Taiwan, along with Extra and Eclipse in Australia. DDB, meanwhile, will oversee Cool Air, Pim Pam, Tata and Sugus in China, Sugus in Taiwan, and Airways, Hubba Bubba, Solano and Juicy Fruit in Australia.
It is believed that Hong Kong and New Zealand will be closely aligned with their geographical counterparts.
Sources familiar with the Asia-Pacific portion of the review suggested DDB’s recent work for Wrigley’s in Australia played a key role in landing the creative brief at a regional level. “This is a global realignment in which BBDO and DDB benefit from the new arrangement through increased global brand responsibilities and an expanded presence,” said Wendy Bi, senior PR manager, Wrigley China.
“(But) for competitive reasons, it just doesn’t make sense for us to create a laundry list of agency assignments by country.”
Wrigley’s media planning and buying business, currently handled by several agencies globally, including MEC, may be next on the cards, noted one source.
