BEIJING--Wrigley China is mulling an agency consolidation as it steps up consumer PR outreach in the country.

The chewing gum brand has previously worked with two agencies, but is currently pitching an integrated brief that covers all of its 2013 brand marketing in China.

An agency source estimated the brief at approximately $1m, making it one of the country's largest consumer PR assignments. It is understood that Burson-Marsteller currently holds the key Extra and Doublemint brands, while Wrigley has also retained BlueFocus and Ogilvy PR in recent years.


"In previous years, we were using two PR agencies to cover different PR campaigns," said Wrigley Asia-Pacific corporate affairs VP Jennifer Wu. "Now, we are looking for a stronger partnership that can help deliver higher quality of services and efficiency."

Wrigley dominates the China gum market, which has grown to become the second-largest in the world, despite relatively low per capita consumption. However, the Mars subsidiary's market share is threatened by the entry of Kraft brand Stride last year.

Aside from Extra and Doublemint, other Wrigley China brands include Juicy Fruit, Ta Ta, Sugus and Pim Pom.