Wrigley's domination of the chewing gum arena is under threat from Cadbury Schweppes and Hershey, which are making inroads into its 90 per cent market share. In response Wrigley recently announced it would be opening a 'global innovation centre' to expand its range beyond chewing gum.
GH's brief is focused on promoting the Wrigley's name, rather than its various product brands.
GH joint managing director Matt Neale will lead the account, reporting to Wrigley UK comms manager Alex MacHutchon. GH pitched against Hill & Knowlton.
Wrigley retains Luther Pendragon as its corporate PR agency.
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