The third most profitable confectionery company in the UK, chewing
gum manufacturer the Wrigley Company, has appointed Mark Borkowski Press
The agency will handle strategic consumer PR for Wrigley’s new
TBWA-executed advertising campaign, to be launched this autumn.
According to Mark Borkowski, his agency was hired on a six-month project
basis after a formal pitch to Wrigleys heads of marketing and branding,
together with TBWA. Borkowski has handled PR related to TBWA campaigns
previously, most notably for Nissan cars and Equitable Life.
There was no incumbent, although Wrigleys uses Bristol-based James Reed
PR for trade press relations and has done for 20 years. ’Wrigleys has
not used consumer PR for a very long time and it was a tough process
convincing them to do it now,’ said Borkowski.
The consumer campaign will focus on the youth press, broadsheet
newspapers and lifestyle press, alongside radio and television.
According to Borkowski, the campaign will aim to reinvigorate the brand
through activities partly based on the new advertising campaign and
partly on the heritage associated with Wrigleys as a brand.
PSally Homer has been made a director and full member of the board at
Mark Borkowski Press and PR. She has been with the firm for over three
years and works on accounts including Gordons Gin.