The deal will see DDB, which previously only handled the brand in Australia and New Zealand, pick up several markets across the region, with a global responsibility for Airwaves, Boomer, Hubba Bubba, Juicy Fruit, Solano and Sugus in most countries, along with the LifeSavers franchise in the US.
BBDO, which, as the confectionary giant’s main AOR, was exempt from the four-month review, will now handle Eclipse, Extra, Orbit and Winterfresh brands in most countries, and will expand it’s focus to include the key growth market of China, where it will handle advertising for leading gum brand, Doublemint.
“Our new structure will allow Wrigley to be more efficient, synergistic, nimble and faster to market globally with highly creative, integrated consumer campaigns,” said Wrigley’s chief marketing officer, Martin Schlatter in a statement.
“We have selected two best-in-class partners in BBDO and DDB that will help us accelerate our marketing efforts worldwide with creative that advances our brands with consumers and helps us achieve our ambitious growth plans.”
