Wrigley Names Lápiz Hispanic AOR.

Lápiz, a Hispanic integrated marketing unit of Bcom3 Group’s Pangea, announced that it has been appointed the Hispanic agency of record for the Wm. Wrigley Jr. Company. This is the first time that the Wrigley Company has selected a Hispanic agency to develop broad-based, integrated marketing efforts for the U.S. Hispanic population – now over 36 million strong with purchasing power close to $500 billion.

The assignment is effective immediately. OMD, the media partner of BBDO-Wrigley’s general market AOR-will take on responsibility for Hispanic media planning and buying.

“If we are to advance toward our corporate vision of weaving Wrigley brands into the fabric of everyday life around the world, we need strong marketing partners, like Lápiz, with specialized insight into key demographic groups,” said Kathryn Olson, Wrigley’s vice president of U.S. Marketing.

“We are thrilled to be chosen by Wrigley, a global powerhouse in the confection and chewing gum industry, for their first dedicated efforts to the burgeoning Hispanic market,” said Dolores Kunda, President and CEO, Lápiz. “We look forward to working with this premier marketer as we help shape their Hispanic efforts.”