Wrigley Picks 3 Finalists

NEW YORK Wrigley has narrowed the field in its review of global creative duties to three shops, with those agencies expected to submit financial data to the company tomorrow, sources said.

Wrigley’s annual global media spend exceeds $200 million.

Sources identified the finalists as Omnicom Group’s DDB—a roster shop that has Wrigley business in Australia and New Zealand—and two non-roster agencies: Publicis Groupe’s Saatchi & Saatchi and Interpublic Group’s DraftFCB. Each got an RFP from procurement executives at Wrigley that’s due back on Friday.

Not advancing to the final stage were Omnicom’s BBDO, Publicis’ Leo Burnett and WPP Group’s Grey, said sources. EnergyBBDO in Chicago remains Wrigley’s lead agency in the U.S., however, and BBDO is expected to remain on the roster.

At the onset of the review Brian Wright, the company’s director of marketing communications, said BBDO would continue as a “key advertising agency,” adding that Wrigley was “assessing how best to consolidate the remainder of our agency roster globally so that we can be more efficient, synergistic and faster to market.”

The cut, however, appears to spell the end of the Chicago-based company’s relationship with Grey, which has business in Asia and India, and Burnett, which represents Wrigley in Canada and parts of Asia.

Media duties, at WPP Group’s MindShare, are not in play. Before the cut, Wrigley executives visited offices of the six contenders in several markets around the world. Sources described those meetings as “chemistry and credentials checks.”

No strategic or creative pitches are planned. Instead, Wrigley will base its decision primarily on credentials, chemistry and cost, said sources.

The agencies either declined to comment or could not be reached. A client representative declined to confirm the shortlist, saying only that the process was continuing and would be completed this summer.