Associated Press
DUBLIN, Ohio--Wendy's International Inc. said Wednesday that it is replacing McCann Erickson as the advertising agency for the third largest U.S. hamburger chain.
Saatchi & Saatchi will be the lead agency of record and kirshenbaum bond + partners will handle creative projects, Wendy's said. MediaVest will handle media planning and buying.
"We have implemented a new brand strategy, filled our new product pipeline and have taken many steps to strengthen Wendy's relevance with consumers," Wendy's chief marketing officer Ian Rowden said in a written statement. "Now that a turnaround has taken place in our business, we believe the timing is right to seek new resources to take our advertising efforts to the next level."
McCann Erickson has handled Wendy's advertising since 2002.
Saatchi & Saatchi works with more than 60 of the top 100 worldwide advertisers, according to its Web site. Clients include Procter & Gamble Co., J.C. Penney Co. and Toyota Motor Corp.
Campaigns handled by kirshenbaum bond + partners include those for retailer Target Corp., Hennessy cognac and the pet care company Hartz. MediaVest clients include Coca-Cola Co., Procter & Gamble and Wal-Mart Stores Inc.
Wendy's, based in Dublin, Ohio, spends about $300 million (230.7 million) on national advertising annually. It operates and franchises about 6,600 restaurants worldwide.
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On the Net:
Wendy's: http://wendys.com
Saatchi & Saatchi: http://www.saatchi.com
kirshenbaum bond + partners: http://www.kb.com
MediaVest: http://www.mediavestww.com
