Wm. Wrigley Jr. Co., Chicago, this week said it has retained two divisions of the Omnicom advertising network to develop the company's first fully integrated marketing campaign.
Ad agency BBDO Chicago and promotion shop TLP, Inc., Dallas, will work together to develop retail promotions, p.r., field marketing, and interactive components for the campaign. In those last two disciplines, the lead shops will utilize Omnicom field marketer U.S. Marketing & Promotions, Los Angeles, and p.r. firm Porter Novelli, New York City.
"We knew that, in order to achieve our corporate mission of weaving our brands into the fabric of everyday life, we must expand our efforts beyond advertising," says Rory Finlay, Wrigley's senior director-consumer marketing. "We needed to move to a totally integrated approach where the brand-defining idea is intersecting with our consumers through multiple points of contact."
