Omnicom wins Wrigley

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Omnicom Group's latest integrated deal is held together for--though presumably not by--chewing gum.

Wm. Wrigley Jr. Co. is handing its $15 million to $20 million promotional business to an Omnicom roster led by BBDO Chicago and TLP, Wilton, Conn.

BBDO and the predecessor Chicago agency it bought in 1979, Arthur Meyerhoff Associates, have managed the $130 million ad account for 67 years, but this marks the first fully integrated effort. TLP, brought in by BBDO, signs on as promo agency of record.

BBDO knocked off competing promo shop Frankel, owned by Publicis Groupe.

When Wrigley called a promo shootout between BBDO and Frankel with a goal to expand the gum-maker's three top brands, Big Red, Juicy Fruit and Winterfresh, BBDO recruited several agencies in Omnicom's diversified agency services group to pitch non-traditional services.

"Our vision for Wrigley brands is to really get them woven into the fabric of everyday life, and to live our vision requires that we go well beyond advertising," said Rory Finlay, senior director of consumer marketing at Wrigley.

Wrigley has only dabbled in non-traditional marketing in the past as value ads to media buys. Now, Mr. Finlay said, "We want to take that learning, combine it with our goals for our brands, and blow this thing out."

The win was plucked by John Osborne, Omnicom's director of integrated marketing services, as a growth model for other Omnicom diversified ad shops to follow.

Driving the effort was Mike Hedge, exec VP-director, total communications planning at BBDO Chicago. First, he held a briefing to help Omnicom units understand the brand identity and target consumers and to set ground rules for the integration.

Units participating in the meeting included TLP for promos; USM&P, Chicago, field marketing; Porter Novelli, Chicago, public relations; BBDO's @tmosphere, New York, for interactive; Case Dunlap, Dallas, for sales force incentive programs; OMD Entertainment for media; and Millsport, Wilton, for sports marketing.

At a second meeting, each Omnicom unit presented how it could apply its expertise toward the clients' goals to earn a piece of the pie. At a third meeting, the Omnicom team brainstormed ideas for the client presentation.

Each unit was accountable to steer its ideas based on the needs of the brand. For example, BBDO identified Big Red's target audience as young adults it called "social sirens," whose desire to be social is their prime motivation. The team positioned the brand as another tool in the social sirens' arsenal in "hooking up." One promotional idea suggested focusing on music and concerts, which was appropriate for the target but fell short on the social aspect; the team refocused the idea to include a contest with a chance for the winner to go to a club where the scene is about hooking up.

"Our challenge is to drive volume," said Lon Schwear, president-chief creative officer, TLP. As Wrigley faces heavy competition for retail display space, the team developed a program to create excitement and buy-in for the sales force and retailers to add more displays and to create consumer pull.

TLP will be promo agency of record. BBDO is responsible for integrating the communications strategy, pulling in Omnicom resources as needed.

"The natural state of the world is that people from different organizations don't naturally collaborate," said Tonise Paul, president-CEO of BBDO Chicago. "The trophy was the big idea-taking a client that was so ad-focused to move them out [to other disciplines] and dazzle them with possibilities."

Added Wrigley's Mr. Finlay: "At the end of the day, the best idea is what should drive the marketing effort."

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