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Wrigley has consolidated its Extra chewing gum business at BBDO, awarding the Omnicom agency’s Energy BBDO unit U.S. creative responsibilities on the brand it already handles outside the states.
Corporate sibling DDB was the U.S. incumbent on Extra, and the two agencies recently pitched creative to Wrigley execs as they competed for the stateside business.
In the first 11 months of 2009, the Mars unit spent $18 million on ads supporting Extra in the U.S., while in all of ’08 it spent $30 million, per Nielsen.
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