Wrigley Taps Mediaedge:CIA in Taiwan

U.S. Confectionery Giant Spent $8M Last Year

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TAIPEI (AdAgeChina.com) -- William Wrigley Jr. Co. has moved its media business in Taiwan for the first time in 20 years to GroupM's Mediaedge:CIA ( MEC), part of WPP Group.

Billings were not disclosed but Wrigley spent $8 million on media buying in Taiwan in 2008, making it the 21st largest advertiser in that country according to Nielsen Media Research. Wrigley brands marketed in Taiwan include Doublemint, Extra, Air Waves, Eclipse, Sugus, and Skittle.
Wrigley brands marketed in China include Doublemint, Extra, Air Waves, Eclipse, Sugus, and Skittle
Wrigley brands marketed in China include Doublemint, Extra, Air Waves, Eclipse, Sugus, and Skittle
The U.S. confectionary company chose MEC based on its ability to provide creative integrated media solutions, specialist skills and trading leverage, said AL Chen, Wrigley's marketing director in Taipei.

Previously, Wrigley's media business there was handled by Mediacom. In Taiwan, Mediacom is not fully owned by WPP as it is in most markets, so the global Mediacom network has been branded The Media Co. in Taiwan.

After Wrigley ended its contract with the local Mediacom team, the business was handled on an interim basis by The Media Co. until a pitch was held between The Media Co., MEC and OMD. Wrigley's creative business in Taiwan is now handled by BBDO Worldwide.

MEC's office in Guangzhou already handles media for Wrigley in mainland China. The GroupM agency also handles media for the Wrigley in several European markets.


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