Chew On This: OMD Loses Second Big Account -- Wrigley's

Omnicom's OMD unit lost its second major media account in a week, The Wm. Wrigley Jr. Co.'s $100 million-plus planning and buying account, which went to WPP Group's MindShare on Friday. The loss follows the departure of OMD's high-profile media planning and buying account for Walt Disney Co.'s ABC Television Network and ABC Family Channel accounts, which were consolidated at long-time ESPN agency Wieden + Kennedy (MediaDailyNews Jan. 26). The losses are surprising, because OMD is considered to be super hot, winning a variety of industry awards including "Best in Show" for MEDIA magazine's 2005 Creative Media Awards for its work for the launch of ABC's "Lost." OMD also is expected to be named Advertising Age's "Media Agency of the Year" during the American Association of Advertising Agencies' Media Conference and Trade Show March 1-3 in Orlando.

While OMD participated as the incumbent in Wrigley's review, Senior Marketing Director Paul Chibe said, the review and MindShare's selection "stemmed from a need to maximize the effectiveness of Wrigley's media efforts as we incorporate our new confectionery brands into our planning." That was a reference to Wrigley's acquisition of the Life Savers and Altoids brands from Kraft Foods last year.

Chibe said OMD would continue to work on Wrigley's brands in key countries including Canada, Australia, France and Poland.

MindShare sister agency MediaCom also participated in the review.

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