MediaVest adds Wrigley brands to portfolio

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Media agency for Mars will now handle all Wrigley brands. The account moves from OMD.

Starcom MediaVest Group (SMG) agency MediaVest has been awarded the media planning and buying duties for Wrigley across MENA following a business review. The account was previously with OMD.

MediaVest, which has handled media planning and buying for Mars, will handle online and offline media for all Wrigley brands following the consolidation, informed an agency statement.

Mahmoud Sayedahmed, regional marketing director, Wrigley MENA, said, “Consolidating and maximising the efficiency of our media strategy is a major step towards our path to accelerate Wrigley and Mars brand equity and business growth. MediaVest has demonstrated a sharp understanding of our brand and strategic objectives with a clear roadmap to success. We look forward to be partnering with MediaVest, and to be leveraging from the agency’s clout.”

Alex Saber, chairman, Starcom MediaVest Group/ VivaKi MENA, added, “We are delighted to be working with Wrigley and to be bringing a new rigour that lives up to this beloved brand. We will deliver human experiences that engage and capture the imagination of Wrigley’s consumers. This again proves the creativity and diligence that our talent possess.”

Mars has a presence in food and pet care products. Confectionery major Wrigley’s brands include Spearmint, Altoids and Orbit. Wrigley became a subsidiary of Mars Incorporated following a global takeover in mid-2008.