Trident account in the U.S. goes to Wieden+Kennedy

02/10/2013 | Advertising Age (tiered subscription model)

Mondelez International has chosen Wieden+Kennedy to handle U.S. creative duties for its Trident gum brand. Responsibility for Trident outside of the U.S. will remain with Saatchi & Saatchi, with a Mondelez spokesperson explaining the shift from a global strategy by noting that gum is a "challenged category" in the U.S.

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