Wm. Wrigley Jr. Co., now part of Mars, is moving the digital marketing business for its confectionery brands to TBWA Group's Agency.com division. The appointment, following a three-way pitch, includes Tata bubble gum, PimPom lollipops, Sugus and Skittles.
"These brands represent imaginative fun and escapism for teens, who are heavy users of online and mobile. Digital innovation will play a key role in really driving business growth across the confectionery category," said Eugene Chew, Agency.com's general manager for China in Shanghai.
TBWA already handles above-the-line creative for Skittles in China. BBDO oversees creative for Doublemint and Extra and DDB handles Pim Pom, Sugus and Tata. Mediaedge:cia is the media agency.
The digital business for Wrigley's gum brands, including Doublemint and Extra, goes to Agenda, an Asian digital marketing agency acquired by WPP's Wunderman unit last year.
Previously, there were no agencies of record, and assignments varied by project, said Clarence Mak, marketing director for Wrigley brands in China.
The 25-year-old star, also known as Zhang Liangying, is nicknamed "The Dolphin Princess" for her ability to sing in whistle register (the highest register of the human voice). In 2005, she was one of 120,000 hopefuls who auditioned for the Super Voice talent show. Although she didn't win the competition, she sang in Mandarin Chinese, Cantonese, English and Spanish and became the show's breakout star.
With 15 number-one hit singles, Ms. Zhang has been named China's Best Female Artist three years in a row. In May 2009, she made her signing debut on American television on "The Oprah Winfrey Show."
In addition, board director Chris Martell, who has run the agency's Sony Ericsson business in Asia for the past 18 months, will move to Beijing from Singapore to lead the company's marketing business in China.
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