Wrigley awards China retail marketing account to Integer, Fish

According to Integer, the appointment followed a four-way pitch that began late last year.

General manager of Integer China, Eric Wong, said that the agency would handle the retail communication strategy and creative initiatives for Wrigley’s Extra, Juicy Fruit, Skittles, Tata, Pim Pom and Sugus brands throughout 2010.

Fish, meanwhile, would manage retail for Doublemint Gum, he added.

“We will be working with Wrigley’s agency partners, including DDB, BBDO and TBWA, to bring the brand strategy into stores and drive sales,” Wong said. “We want to make these brands more adaptable and relevant to the shopper.”

The win extends Wrigley China’s relationship with TBWA. Last year, Wrigley split its digital marketing account for its full portfolio of products in China between TBWA/Agency.com and Agenda. At the time, it was reported that TBWA digital would oversee Wrigley’s confectionery brands.

TBWA additionally works on Skittles’ creative account in the mainland.