International news: Wrigley hires DDB Worldwide
By Adnews Staff
The Wm. Wrigley Jr. Company has retained DDB Worldwide as an additional global advertising agency. DDB will, along with long-standing agency of record BBDO Worldwide, provide advertising creative for the candy company's brands. Wrigley selected DDB in a four-month assessment process intended to consolidate its advertising with two international firms. DDB previously handled Wrigley's advertising in Australia and New Zealand. BBDO will handle the Eclipse, Extra, Orbit and Winterfresh brands in most countries, as well as US advertising for Altoids and a new product called 5. BBDO will also handle advertising for Doublemint in China. DDB will handle the Airwaves, Boomer, Hubba Bubba, Juicy Fruit, Solano and Sugus brands in most countries, as well as the LifeSavers brand in the US. "Our new structure will allow Wrigley to be more efficient, synergistic, nimble and faster to market globally with highly creative, integrated consumer campaigns," said Martin Schlatter, the company's chief marketing officer. "We have selected two best-in-class partners that will help us accelerate our marketing efforts worldwide with creative that advances our brands with consumers and helps us achieve our ambitious growth goals."