Wrigley’s awards pounds 6m Orbit to GGT

Wrigley’s has handed its pounds 6 million sugar-free brands, Orbit and Orbit for Children, to GGT without a pitch because of the threat of potential conflicts at its existing agency, Young & Rubicam.

Wrigley’s has handed its pounds 6 million sugar-free brands, Orbit

and Orbit for Children, to GGT without a pitch because of the threat of

potential conflicts at its existing agency, Young & Rubicam.



The move, just 12 months after GGT first joined the roster, brings

Wrigley’s total spend with the agency to pounds 9 million but does not

affect media, which remains with CIA Medianetwork.



Wrigley’s was one of the first clients to follow the creative director,

Trevor Beattie, to GGT when he left TBWA last March. The resultant

campaign for Wrigley’s Spearmint Gum broke new ground for the client

with its self-mocking tone.



The Orbit brands form the backbone of Wrigley’s presence in the dental

hygiene sector and represent a strong development area.



Wrigley’s Extra gum is unaffected by the move and remains with Bray

Leino.



Other Wrigley’s brands, including Doublemint gum, Juicy Fruit and Hubba

Bubba bubblegum for children, have not received advertising support in

the past year.



Alistair Whalley, UK marketing director for Wrigley’s, said: ’We had a

good relationship with Young & Rubicam, but became increasingly

concerned about potential conflict.’ Y&R, which channelled the accounts

through its healthcare arm, Sudler & Hennessey, does not handle other

chewing gum accounts in this country, but strays into the oral hygiene

area with products from its key client, Colgate-Palmolive.



News of the Wrigley’s gain coincided with GGT’s appointment to advertise

a massive new lottery game to be run by the International Federation of

the Red Cross and Red Crescent Societies. Millions 2000 aims to begin

monthly draws this August, culminating in a ’Big Bang Jackpot’ on New

Year’s Eve 1999. It expects to raise dollars 1.15 billion for charity

and spend as much as pounds 30 million across Europe on advertising and

promotion over the next two years.



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