According to sources close to the account, Wrigley’s creative business in the market was previously shared between DDB and BBDO, which are both aligned with Wrigley globally. Wrigley has moved the remainder of its business from BBDO to DDB in order to consolidate its operations under one agency, sources add.
A DDB spokeswoman confirmed the shift saying “DDB won the entire Wrigley’s business in Taiwan”, but would not elaborate further on the brands being handled.
According to its corporate website, Wrigley markets Airwaves, Doublemint, Eclipse, Extra, Juicy Fruit and Sugus in Taiwan.
DDB has worked with Wrigley since 2007, when the company consolidated its then-US$200 million global account with DDB and BBDO. That decision, which was slated to bring in $50 million worth of new business to the agencies in Asia-Pacific, dislodged Asian incumbents Grey and Leo Burnett.
By the end of the year, Wrigley had assigned BBDO the lion's share of Southeast Asia, and gave DDB its business in mainland China, Hong Kong, Taiwan and Vietnam.
The news comes during an active period for Wrigley. Earlier this month, the company appointed MEC as its media agency-of-record in Singapore, the Philippines, Indonesia and Malaysia, following a review.
The win strengthened MEC’s relationship with the brand, as the two already work together in 10 other markets around the world. One year ago, Wrigley handed its media account in Taiwan to MEC following a 30-year partnership with MediaCom.
Wrigley has additionally moved to strengthen its digital offerings in China, splitting its digital marketing account for its full portfolio of products in the market between TBWA/Agency.com and Agenda in November.
