Wrigley's £19m media brief for gum goes up for review

Wrigley's, the chewing gum manufacturer, is reviewing its £19

million media planning and buying account out of CIA UK.

The proposed merger of CIA UK and Media Edge, as a result of the recent

acquisition of Tempus by WPP, is a possible factor behind the review.

Media Edge handles the Colgate-Palmolive account and Colgate has

recently made the move into the gum sector with the launch of Colgate

Dental Gum.

However, sources said recent management shake-ups at Wrigley's are a

more important factor. The media account is overseen by Wrigley's

managing director, Dariusz Kucz, and its marketing director, Gharry


Wrigley's spend is split across five brands. It spends £6 million

on Airwaves, £7 million on Orbit, £5 million on Wrigley's

Extra, £700,000 on its core chewing gum product and £300,000

on its Ice White variant.

The most recent shake-up at Wrigley's was a year ago when it moved its

Orbit creative account into Abbott Mead Vickers BBDO from TBWA/London,

before a major advertising push for the brand. CIA did not face a review

when the creative moved.

The Orbit advertising broke in April and backed the gum's claims to be

an aid to dental health with the line: "Regular chewing helps knock

tooth decay into Orbit."

The Wrigley family has been compared with the Mars brothers for their

personal involvement in the company's advertising.

Advertising, still handled by AMV, is unaffected by the review.

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