Wrigley names Tribal DDB its digital AOR

The Wm. Wrigley Jr. Company has selected Tribal DDB Worldwide for the digital initiatives of its US brands.

This is the first digital agency of record for Wrigley. Tribal DDB will work with Wrigley's other marketing agencies to develop and integrate a digital strategy.

“As a sister agency to DDB Chicago, Wrigley has had the opportunity to work with Tribal DDB over the past year on a project basis,” said Paul Chibe, Wrigley's VP of North American gum marketing. “The agency has shown a deep understanding of our culture and brands and we view them as truly creative business partners.”

“Wrigley has seen some success in what they've done [up until now] and it inherently knows it can scale these efforts,” added Paul Gunning, CEO of Tribal DDB Worldwide. “[When] we look around the marketplace, we see that digital is no longer an afterthought or add-on — in many cases, it's the starting place.”

Based in Chicago, Wrigley's confection brands include Doublemint, Altoids, and Juicy Fruit. New York-based Tribal DDB has 44 offices in 25 countries.