BEIJING—Wrigley China has consolidated corporate and brand PR duties, worth upwards of $1m, with Edelman.
The development comes after a consumer PR review that began earlier this year. Edelman displaces consumer PR incumbents Burson-Marsteller, which held the key Extra and Doublemint brands, and Ogilvy PR.
Corporate PR duties were previously handled by Edelman and Burson on a project basis. Edelman is now charged with overseeing corporate and brand PR as Wrigley continues to expand its business the country.
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.