The Bravo Group becomes Wrigley AOR.

The Wm. Wrigley Jr. Company has selected The Bravo Group as agency of record for Hispanic creative and promotional marketing efforts in the United States.

The selection of Bravo comes after a decision to review and consolidate all U.S. Hispanic creative and promotional marketing initiatives for the Wrigley brands and the new confectionery brands recently acquired from Kraft.

“The Hispanic marketplace is expanding daily and plays a significant role in the gum and candy business. We believe with the assistance of The Bravo Group, Hispanic consumers will make more meaningful connections with all brands included in our new, larger confectionery footprint,” said Paul Chibe, Senior Marketing Director for Wrigley. “This is an important step in our effort to develop a comprehensive multicultural strategy.”

Also included in the review process that began in July 2006 was Lapiz Integrated Hispanic Marketing, Wrigley’s previous Hispanic marketing agency of record. “We would like to thank Lapiz for their valuable contributions,” said Chibe. “During the past five years they have delivered excellent creative and increased our understanding of the Latino consumer.”

“We are proud and excited to work with the Wm. Wrigley Jr. Company, “said Eddie Gonzalez, Chairman and CEO, The Bravo Group. “We look forward to applying our unique insights to their world-class portfolio of products and innovations.”

“As the Hispanic market continues to evolve, our goal is to continue adopting and meeting the demands of the consumer while driving results for our client partners. Today, Bravo stands poised to leverage our passion, integrity and talent on behalf of Wrigley and values the opportunity to do so,” said Linda DeJesus, President and COO, The Bravo Group.