The Wm. Wrigley Jr. Co. said it has selected Ryan Partnership as an
additional consumer promotions agency, joining GMR Marketing, in now
providing creative event marketing and promotional support for the
company’s brands in the U.S. The decision comes after a comprehensive
agency review by Wrigley to determine its optimum U.S. consumer
promotions agency resource structure.
"GMR Marketing has provided superb event execution throughout
our inaugural year in NASCAR, and we look forward to continuing our
relationship with them," said Paul Chibe, Wrigley’s vice president of
North American Gum Marketing. "Our newest agency, Ryan Partnership,
demonstrated a deep brand-building and retail channel expertise, and
adding them to our roster will allow us to further sharpen our
promotional messages and bring them to life for consumers at the point
of purchase and at events."
Going forward, GMR’s primary responsibility will be to conduct consumer
promotions for Doublemint, Big Red, Juicy Fruit, Winterfresh, and
Wrigley’s Spearmint. Ryan Partnership will develop programs for the
balance of Wrigley’s portfolio of brands, including Orbit, Extra,
Eclipse and Altoids.