Edelman Sydney has been appointed as the consumer and healthcare PR agency for Wrigley brand EXTRA Professional, following a three-way competitive pitch.
The appointment will see Edelman implement a communications campaign for the entire EXTRA Professional range across Australia and New Zealand, including media relations, healthcare professional engagement and experiential marketing.
In addition, Edelman will also be responsible for executing a healthcare marketing campaign for the EXTRA Professional range, reflecting the agency’s broad range of skills and capabilities.
Announcing the appointment, Wrigley Pacific Corporate Affairs Director, Catherine Pemberton said, “The Edelman team really showed their commitment to understanding our brand – they put a huge amount of effort into mapping the best approach to engage our wide range of audiences. Their close connections within healthcare sector, added to their creative consumer approach, made for a winning pitch.”
Alexandra Kelly, General Manager Sydney, said, “We’re incredibly excited to be adding EXTRA Professional to the stable of Wrigley programs that we currently implement. The campaign is a cross-practice team win that will deliver Wrigley a multifaceted communications program, integrated with the rest of the EXTRA Professional marketing activities.”
The account will be led by Kate Fergusson, Associate Director of Corporate Affairs, who has recently returned to Sydney from Edelman’s New York office where she led a global team working with PepsiCo to develop its CSR communications strategy. Kate will also oversee Wrigley’s corporate, issues management and oral health programs.