Wrigley Taps Bravo for Hispanic

NEW YORK The Wm. Wrigley Jr. Co. has selected The Bravo Group as its lead Hispanic agency following a review.

The New York-based WPP Group shop will develop creative and promotional marketing programs for Wrigley’s brands.

The review started in June, and the client also considered three other shops in the final round: incumbent Lapiz of Chicago, LatinWorks in Houston and Conill Saatchi & Saatchi, which has offices in New York, Los Angeles and Miami. Lapiz has been the brand’s Hispanic agency since 2001.

Paul Chibe, senior marketing director at Wrigley, said in a statement, “We would like to thank Lapiz for their valuable contributions. During the past five years they have delivered excellent creative and increased our understanding of the Latino consumer.”

The company recently decided to consolidate all U.S. Hispanic creative and promotional marketing initiatives for Wrigley products and the confectionery brands acquired from Kraft. The review included all U.S. Hispanic planning for the core gum business (Orbit, Orbit White, Winterfresh, Big Red, DoubleMint, Juicy Fruit, Eclipse, Freedent, Extra, Hubba Bubba) and non-core brands (Altoids, Lifesavers, Cremesavers).

According to TNS Media Intelligence, Wrigley spent slightly more than $6 million on Spanish-language media in 2005 and almost $3 million during the first four months of 2006. Wrigley has global sales in excess of $4 billion.

Bravo has had something of a tumultuous year, with CEO Gary Bassell leaving in July after eight months with the shop. He was replaced by Eddie Gonzalez, a 24-year veteran of Young & Rubicam who had been CEO of Y&R’s operations in Madrid.

The executive switch came a week after Bravo’s unsuccessful bid for Miller Brewing’s $35 million Hispanic account, on which it had previously worked [Adweek Online, July 6].