Wrigley’s is to review its flagship pounds 3 million Spearmint Gum
business after a split this week from Abbott Mead Vickers BBDO.
Three undisclosed agencies are jockeying for a place on the pitch-list.
The roster shops, Young and Rubicam and the Bristol-based Bray Leino,
are almost guaranteed consideration, a source said.
Abbott Mead resigned the Spearmint Gum account in the UK after clashing
with the company over the brand’s future advertising. The two parties
have agreed that the business, which represents Wrigley’s leading brand
and on which the image of the company rests, should be assigned to
another shop within six months.
Abbott Mead handled the account for five years, picking it up when it
became part of the BBDO network in 1991. The move will make the UK the
only market where a BBDO agency does not handle the brand.
Adrian Vickers, deputy chairman of Abbott Mead, explained: ‘The issues
on which we disagreed were matters of opinion and judgment. They
impinged on the creative and strategic side.’
It is understood that Abbott Mead fell out with Wrigley’s over the style
of advertising to adopt for the brand. Sources suggest the company
championed the sort of work the agency was not prepared to produce.
Abbott Mead created four ads for the brand during its incumbency. Its
latest spot stars a group of teenagers hitchhiking a lift in the back of
a truck en route for Paris Texas and missing their destination because
of their ‘long-lasting’ chewing gum.
The long-running film featuring the young couple who meet over a stick
of Wrigley’s gum on a coach was produced by BBDO London before Abbott
Mead took over the account.
Bray Leino picked up the Doublemint brand from Abbott Mead last autumn
and Y&R’s healthcare arm, Sudler and Hennessey, has handled the sugar-
free brands, Orbit and Extra, since last summer.
Media for the Spearmint Gum account remains unaffected at CIA