Wrigley Taps Tribal DDB

Wm. Wrigley Jr., announced Sept. 4 it selected Tribal DDB Worldwide, New York, to be its first lead digital agency.

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

Tribal DDB’s first official campaign breaks 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, in a statement. “During the review process, they presented clear insights to reach consumers trough 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 $2.8 million last year, after peaking at $6.3 million during 2006, per TNS Media Intelligence. Online expenditures between January and July 2008 totaled $1 million.