Wrigley tries multishop approach for digital

11/10/2009 | Advertising Age (tiered subscription model)

Wrigley reportedly is removing Tribal DDB, Digitas and Agency.com as digital agencies-of-record for the confectioner's various candy and gum brands. Instead, the company is looking to shops including Big Spaceship, Firstborn and EVB to work with its internal branding teams on digital strategy, according to this article. A Wrigley memo spelled out the plan, saying, "The multiagency roster creates the best opportunity to drive innovation, value and breakthrough execution."

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