“Following a recent review, Wrigley will shift the responsibility for US digital marketing strategy and activation to a multiple-agency roster of three specialized partners – Big Spaceship, EVB and Firstborn,” the company said in a statement. “The progressive model will create innovation, flexibility, value and breakthrough executions for Wrigley’s gum and confections portfolio within the constantly evolving digital medium.”
Wrigley had been working with Tribal DDB, Digitas and Agency.com prior to the decision, according to a report in Advertising Age.
Digitas confirmed the loss, but declined to comment on the matter. Agency.com and Big Spaceship referred calls to Wrigley. Tribal DDB, Firstborn and EVB did not return calls seeking comment.
Wrigley named Tribal DDB its first digital agency of record in 2008.