Wrigley awards MediaCom £20m media

LONDON - Wrigley has awarded its £20m media-planning and buying account to MediaCom.

The win follows a review out of Mediaedge:CIA. The incumbent agency pitched along with Starcom Motive, BBJ and OMD.

The review, handled by Media Audits, is thought to have been called because the merger of The Media Edge with CIA created a clash between Wrigley and Media Edge's Colgate-Palmolive account.

Gharry Eccles, marketing director of Wrigley UK and Ireland, said: "MediaCom was appointed for its strategic planning ability, its creativity and innovation in communication and its client philosophy."

Wrigley's brands backed by advertising include Airwaves, Extra and Orbit. Its new XCite brand will also be part of MediaCom's brief.

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