Wrigley’s rethinks after Beattie’s exit

Wrigley’s looks set to be the first high-level client to review its business with TBWA following the departure of Trevor Beattie, the agency’s flamboyant creative director, last month.

Wrigley’s looks set to be the first high-level client to review its

business with TBWA following the departure of Trevor Beattie, the

agency’s flamboyant creative director, last month.



Early indications are that the account could follow Beattie to GGT, the

agency he joined last week.



TBWA won the pounds 3 million UK advertising for Spearmint, Wrigley’s

flagship brand, last year (Campaign, 13 September 1996).



The pitch was led jointly by Beattie and Graeme Arkell, TBWA’s former

managing director, who was made redundant after the announcement of the

merger between TBWA and Simons Palmer Clemmow Johnson in January.

Sources close to the account insist that Wrigley’s is furious that the

two integral members of the pitch team no longer work at the agency.



It is understood, however, that Wrigley’s still likes TBWA’s pitch idea

and is thought to be trying to find a way of running it. If Wrigley’s

chooses to do that away from TBWA, it may face problems over copyright.

Jo Hoare, TBWA’s chairman, refused to comment on whether the account had

moved, but said: ’I have definite confirmation from Wrigley’s that they

want to run our idea.’



In addition to GGT, Wrigley’s roster agencies, who may also be in with a

chance, include Bray Leino, which won the Doublemint account from Abbott

Mead Vickers BBDO in 1995, and Young and Rubicam, which handles branding

work for Orbit and Freedent.



Wrigley’s is looking for a radical departure in its advertising for

Spearmint.



In recent years, the chewing gum giant has concentrated on promoting the

’longer-lasting’ qualities of the brand through one-off ads. However,

Beattie’s proposed campaign sought to find a new point of

difference.



Spearmint is best known for the much-maligned film, by BBDO, in which a

couple find romance on a coach over a piece of chewing gum.



Neither Grant Duncan, the managing director of GGT, nor Alistair

Whalley, Wrigley’s UK brand manager, were available for comment.