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
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.