Anita Davis
Nov 5, 2009

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

SHANGHAI - Wrigley has split the digital marketing account for its full portfolio of products in China between TBWA/Agency.com and Agenda.

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.
Source:
Campaign China

Related Articles

Just Published

11 hours ago

Mark Read on WPP’s creative agencies slump, big ...

CEO dismissed idea WPP might sell AKQA in Campaign interview.

14 hours ago

40 Under 40 2024: Yong Ping Loo, TBWA

With a winning mix of creative and commercial acumen, Loo is a social media maven whose out-of-the-box ideas have been instrumental in driving TBWA's growth.

15 hours ago

Hakuhodo announces new leadership in planned transition

A leadership reshuffle at the Japanese ad powerhouse sees experienced executives step aside for a new crop of male leaders taking the helm.

15 hours ago

How AI is reshaping the dynamics of ad fraud

Faced with an an alarming rise in invalid web traffic due to the rise of AI-powered crawlers and scrapers, Campaign explores the strategies advertisers can implement to mitigate the impact of evermore sophisticated AI ad fraud schemes.