Wrigley Names First Global Marketing Chief

Martin Schlatter Was General Manager for Confectioner's U.S. Business

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NEW YORK (Adage.com) -- Wm. Wrigley Jr. Co. has named its first global chief marketing officer, Martin Schlatter, who will report directly to President-CEO Bill Wrigley Jr.
With annual revenue topping $4 billion, Wm. Wrigley Jr. Co. is the world's No. 1 maker of chewing gum, but it is battling competitors in all directions.
With annual revenue topping $4 billion, Wm. Wrigley Jr. Co. is the world's No. 1 maker of chewing gum, but it is battling competitors in all directions.

Unexpected costs
The announcement follows the news earlier this month that the marketer's 2006 profits would be negatively affected by unexpected marketing costs needed to boost its recently acquired Life Saver and Altoids brands. Mr. Wrigley said the brands had been under-marketed by their former owner, Kraft Foods.

The company's stock fell to a two-year low earlier this month after Chief Operating Officer Ronald Waters resigned.

Competitor Cadbury Adams
Wrigley has also been struggling recently with how to continue its recent sales momentum and determine ways to best growing gum competitor Cadbury Adams as well as a number of other confectionary foes it is facing with its new brands.

Mr. Schlatter, whose title will be VP-chief marketing officer, has served as the general manager for Wrigley's U.S. business since 2004. Marketing for the U.S. business has been handled by Paul Chibe, who will continue in his role as senior marketing director for the U.S. business.

Global platform units
Mr. Schlatter will oversee Wrigley's global platform units, including Freshening, Enjoyment, Revitalization, Fun and Oral Care, as well as its Global Branding Services and Consumer Marketing Intelligence departments.

Mr. Wrigley said in a statement that Mr. Schlatter "will help further develop Wrigley's strong marketing team and enhance [Wrigley's] winning position in the global marketplace by continuing to build our brands around the world."
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