DUBLIN, Ohio — Wendy's International Inc. has named New York-based ad agency Saatchi & Saatchi as the company's lead agency of record.
The company also has enlisted New York-based ad agency Kirshenbaum Bond & Partners to handle certain creative projects and New York-based MediaVest to handle media planning and buying, according to a news release.
The agencies replaced McCann Erickson, which handled the Wendy's account since 2002.
According to a report in Advertising Age magazine, the Wendy's account is worth $300 million to Saatchi & Saatchi.
"We have implemented a new brand strategy, filled our new product pipeline and have taken many steps to strengthen Wendy's relevance with consumers," said Wendy's chief marketing officer Ian Rowden. "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.
The New York-based Vidal Partnership will remain responsible for Wendy's Hispanic advertising.
