Wrigley hires comms specialist from 90TEN Healthcare

Consumer products company Wrigley has recruited Matt Kent from 90TEN Healthcare as it seeks to reposition its brand to reflect an oral health focus.

Mr Kent has been named as the company's first dedicated global communications manager for its world oral healthcare programme and will be tasked with leading work to promote the benefits of chewing gum to dentists, reports PRWeek.

Elements of the planned programme include the production and supply of continuing professional development materials, a new awards scheme and research funding for the 47 countries in which Wrigley operates.

The senior health comms specialist will join the firm from his role of associate director at 90TEN Healthcare.

Mr Kent's appointment comes after Wrigley recently handed media agency Porter Novelli a contract to increase the oral health focus of the Extra brand.

PRWeek reported last month that this campaign will involve marketing aimed at all age groups and supports the company's existing Eat Drink Chew adverts, which highlight the health benefits of chewing after eating.