Wrigley Pacific is shaking things up in the gum department, announcing it will change the brand responsibilities of its two creative agencies, Clemenger BBDO Sydney and DDB Sydney.
The realignment will see Wrigley’s gum brand EXTRA moving to Clemenger BBDO Sydney, who will continue its work on 5Gum. The change will facilitate the local consolidation of creative work for the Wrigley gum portfolio across all channels, including social.
At the same time, Wrigley will consolidate its mints and confections portfolio by moving SKITTLES and STARBURST to DDB Sydney, who will also continue to lead the brand strategy and execution for ECLIPSE mints.
“This change is the result of a realignment of our brand portfolio between agencies as a result of global agreements,” Wrigley marketing director Tami Cunningham said.
“It will ensure we are more closely aligned to our global network, allowing us to drive greater consistency and efficiencies across markets. We have long standing global and local strategic partnerships with both Clemenger BBDO Sydney and DDB Sydney and this swap in responsibilities in no way reflects the quality of the work of either agency.”
“I’m proud of the stellar work we have developed for our brands, which is thanks to the partnerships we have with both Clemenger BBDO Sydney and DDB Sydney. We are very excited to continue our relationships with both agencies and to see what these changes will bring to the new creative campaigns across all of our categories.”
The change will be effective from 1 January 2016.