Wrigley has selected DDB Worldwide as its second global creative advertising agency, as the US confectionery group looks to pare down the number of agencies it uses around the world.

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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

Tick here to opt out of curated industry news, reports, and event updates from Just Food.

Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.”