Tribal DDB, Digitas, and Agency.com are losing their digital agency-of-record duties with Wrigley, which plans to give a roster of agencies -- including several independents -- a shot at securing future projects via a creative shootout strategy. Ad Age reports that independents Big Spaceship and Firstborn are among the roster of agencies that will be vying for Wrigley's future campaigns, along with Omnicom majority-owned EVB.
According to Ad Age sources, the roster of shops will present recommendations across brands and participate in planning and execution for particular assignments as needed across interactive channels. The digital agencies will work directly with Wrigley's brand teams, rather than through its main Omnicom creative agencies, DDB and BBDO.
As Ad Age points out, this move is yet another example of independent digital shops' growing ability to secure direct-to-client work with major brands.
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