Incumbent Starcom, whose China CEO TS Chan recently resigned in a move that surprised the industry, is also believed to have pitched for the account.
Former MEC Singapore managing director Bertilla Teo, in her new role as chief executive officer at MEC China, led the pitch for the US$40 million business.
According to David Morgan, North Asia CEO at MEC, the agency's channel planning and implementation tool 'Navigator' was central to the win. He added that it underlined the strength of Group M Trading's competitive buying clout (Group M Trading is the buying division for all WPP's media companies in China).
Dominic Ng, formerly head of MEC's Hong Kong operation, will relocate to Guangzhou as managing director on the back of the win, taking the lead management role on the Wrigley account.
Jill Hunter, who recently moved to Asia from MEC's global headquarters in London, will fill Ng's Hong Kong position.
Wrigley is currently the market leader in the country's chewing gum category. Its marketing is led by David Glass, marketing director for Wrigley China.
MEC triumphs in pitch for US$40m Wrigley China biz
MEC has outgunned OMD to take the Wrigley Chewing Gum business in China.