Following the global consolidation of the $ 200 million plus Wrigley account, it is reliably learnt that Mudra Delhi will be handling the creative duties for the Rs 25-crore Wrigley’s business. The incumbent is Grey Worldwide in India. The global consolidation has gone in favour of the Omnicom Group agencies, which include DDB Worldwide and BBDO Worldwide.
The pitch process included Grey Worldwide, Leo Burnett, DDB and BBDO Worldwide besides Saatchi & Saatchi and Draft FCB. The consolidation is seen as an effort to integrate and bring synergy in various markets worldwide.
In India, Grey had been advertising extensively for Orbit White chewing gums. Wrigley faces stiff competition from Happydent from Perfetti Van Melle whose communication duties are handled by McCann Erickson and has been applauded even internationally for its creatives.
International: Wrigley consolidates $200 million in billings at Omnicom