CHICAGO: Golin/Harris International has won a widely watched
competition with rival Edelman Public Relations to become the agency of
record for chewing gum giant The Wm. Wrigley Jr. Co.
The win should mean annual income in excess of $1 million for
Golin.
Wrigley, which had never had an agency of record, started its search for
one this summer, considering Golin, Edelman, Ogilvy, and BSMG before
narrowing the field to hometown agencies Edelman and Golin.
"It really came down to just a personality fit," said Chris Perille,
director of corporate communications for Wrigley, in discussing Golin's
selection.
While Wrigley has used PR and advertising to support various products,
the company felt it needed a PR agency of record to promote its
corporate brand, said Perille. "The Wrigley brand is somewhat
undeveloped or under-leveraged," he explained.
Golin plans to put eight people, led by Chicago MD Keith Burton, on the
account. The team will include Scott Farrell, an EVP who oversees
Golin's corporate communications practice, and specialists in employee
communications, consumer PR, and media relations.
Wrigley has been trying to revitalize the gum market, which is losing
ground to a variety of brands. It has announced several partnerships to
develop functional gums that will include ingredients to help with
toothcare and other health issues.
