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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.
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