Benjamin Li
Oct 20, 2010

Edelman Sydney adds Extra Professional to Wrigley PR duties

SYDNEY - Edelman Sydney has been appointed as the consumer and healthcare PR agency for Wrigley brand Extra Professional, following a three-way competitive pitch.

Edelman's team for Extra Professional
Edelman's team for Extra Professional

Edelman will implement a marketing communications campaign for the entire Extra Professional range in Australia and New Zealand, including media relations, healthcare professional engagement and experiential marketing.

The agency will also be responsible for executing a healthcare marketing campaign for the Extra Professional range.

The account will be led by Kate Fergusson, associate director of corporate affairs, who has recently returned to Sydney from Edelman's New York office, where she led a global team working with PepsiCo to develop its CSR communications strategy. She will also oversee Wrigley's corporate, issues management and oral health programmes.

Commenting on the appointment, Catherine Pemberton, Wrigley Pacific corporate affairs director, said, "The Edelman team put a huge amount of effort into mapping the best approach to engage our wide range of audiences and brands. Their close connections within the healthcare sector, added to their creative consumer approach, made for a winning pitch."

Alexandra Kelly, general manager at Edelman Sydney, added, "We're incredibly excited to be adding Extra Professional to the stable of Wrigley programmes that we currently implement. The campaign is a cross-practice team win that will deliver Wrigley a multifaceted communications programme, integrated with the rest of the Extra Professional marketing activities."

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