Wieden + Kennedy has expanded its relationship with Mondelez, adding lead creative responsibilities for Trident in the U.S.
The gum account—awarded to the agency without a pitch—was previously at the New York office of Saatchi & Saatchi, which won the business in 2011 following a review. Saatchi will continue to lead Trident's advertising abroad.
Trident spent $50 million across U.S. media in 2011, according to Nielsen. That estimate does not include online spending.
Wieden will handle the new assignment out of its Portland headquarters. Trident's roster also includes Vayner Media for digital and social media marketing. Mediavest handles the brand's media planning and buying.
Mondelez representative Laurie Guzzinati said the shift of Trident to Wieden was "really about exploring an opportunity to get at innovative, creative, breakthrough advertising."
Wieden created Oreo's 2013 "Whisper Fight" Super Bowl spot for Mondelez, beating out the brand's lead agency, Draftfcb, for the one-off assignment. Oreo has decided to air a second ad that the agency developed and presented leading up to the big game.
"Ultimately, the Super Bowl assignment … has turned into two advertising spots in support of what is a couple-of-months-long Cookie versus Cream program," said Guzzinati.
Wieden's London office handles advertising for another Mondelez brand—Stride Gum. The agency landed that assignment in December 2011.