The company, which already has a long-standing arrangement with ad agency BBDO Worldwide, said the selection of DDB as an additional agency followed a comprehensive, four-month assessment process.
Wrigley said it was rationalising the number of agencies it uses to just two in order “to effectively drive its growth in the highly competitive global confectionery industry”.
“Our new structure will allow Wrigley to be more efficient, synergistic, nimble and faster to market globally with highly creative, integrated consumer campaigns,” said chief marketing officer Martin Schlatter. “We have selected two best-in-class partners in BBDO and DDB that will help us accelerate our marketing efforts worldwide.”
As a result of the global realignment of advertising responsibilities, Schlatter said BBDO would have responsibility for the Eclipse, Extra, Orbit and Winterfresh brands in most countries.
BBDO will also pick up additional creative responsibilities in the US for 5, a new sugar-free stick gum being launched this summer, and the Altoids brand. The agency will also expand into three key international markets including China, Wrigley added.
DDB Worldwide, which previously handled Wrigley brand responsibilities only in Australia and New Zealand, will now have global creative responsibilities for Airwaves, Boomer, Hubba Bubba, Juicy Fruit, Solano and Sugus in most countries, as well as the LifeSavers franchise in the US.
Chuck Brymer, president and CEO of DDB Worldwide, said: “We are delighted and proud to have been chosen as a partner to Wrigley and its great stable of brands. We are looking forward to helping drive greater momentum and growth throughout the global marketplace. We are ready to go.”