Wrigley splits digital duties between Agenda, Agency.com in China

According to sources, Wrigley is poised to assign Agenda the duties for its gum brands, while Agency.com will oversee Wrigley’s confectionery brands.

Wrigley and the agencies involved could not be reached for comment.

Wrigley called the review two months ago. Four or five agencies were believed to have presented, including Digitas and Tribal DDB.

Sources at the time said it was likely the US-based company would split its account because “the portfolio is so big”. Wrigley’s gum line is made up of its Cool Air, Doublemint, Extra, Juicy Fruit and Wrigley’s Coffee and Spearmint brands. Its confectionery line covers Pim Pom, TaTa, Sugus and Skittles.

In July, Wrigley launched a media cost benchmarking exercise in China, but has retained MEC.