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Wrigley Taps Tribal DDB

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CHICAGO Wrigley said it has selected Tribal DDB in New York to be it first lead digital agency.

The shop previously worked on a project basis for client brands Extra, Doublemint, Juicy Fruit, Winterfresh, Spearmint and Big Red.

Its first official campaign as Wrigley's primary digital partner will break within two weeks, said an agency rep.

"We have had the opportunity to work with Tribal DDB on a project basis over the past year through Wrigley's relationship with DDB Chicago, and they have continuously demonstrated a deep understanding of both our culture and brands," said Paul Chibe, the candy maker's vp, North American gum marketing. "During the review process, they presented clear insights to reach consumers through digital marketing and we are confident they can help us grow our brands in this evolving medium."

Tribal DDB came out as the top agency in a competitive review and will handle online strategies and outreaches for all of Wrigley's U.S brands, which include 5, Orbit, Extra and Juicy Fruit.

Wrigley's measured online spending was almost $3 million last year after peaking at about $6.5 million in 2006, per TNS Media Intelligence. The company spent $1 million online during the first seven months of '08.