The World: New York - MindShare scoops $250m Wrigley media duties

Wrigley is consolidating its $250 million US media planning and buying account into MindShare.

The decision follows a three-way pitch involving the roster agencies OMD and MediaCom.

The review was called at the end of last year following the company's $1.48 billion acquisition of the Kraft Foods confectionery brands Life Savers, Creme Savers and Altoids in October 2005.

Following the deal, Wrigley chose BBDO Chicago, one of its roster agencies, to handle the $8 million Life Savers and Creme Savers creative account, previously held by FCB. Leo Burnett USA continues to handle the Altoids business.