Wendy's has named VML as its digital agency of record to help with the company's goal of "exploding in the digital space."
Based in Kansas City, Mo., VML was selected from a group of five agencies that participated in the review process.
Wendy's recently introduced the My Wendy's mobile nutrition app, is developing a new consumer website and is testing several new digital in-restaurant experiences such as mobile payment and digital offers.
"This new relationship is an important step as we explode our digital efforts, which is a critical component of our brand transformation," said Craig Bahner, Wendy's chief marketing officer. "Wendy's has aggressively moved into digital and social media, and we need a partner who can help us become a best-in-class brand in this area."
VML replaces New York's Publicis Kaplan Thaler as digital agency, but PKT is still working with Wendy's.
"PKT was instrumental in helping us grow from our infancy in digital marketing and social media in the last three years, and we sincerely thank them," Bahner said. "They remain our advertising agency of record, and we're excited about the 'Now That's Better' campaign that is resonating with consumers. We look forward to continuing our strong partnership with PKT well into the future."
Advertising Age, Forrester and other trade publications have recognized VML as a leading digital agency. Wendy's joins its client roster that includes Gatorade, Southwest Airlines, Whole Foods, Coors and Microsoft. The agency recently celebrated its 20th anniversary.
"We're honored to become Wendy's digital agency of record. I can't imagine a better brand in the category, at a more exciting time for that brand. We're thrilled about the opportunity to partner with Wendy's to further develop and innovate across their digital and social engagement platforms," said Jon Cook, VML CEO and president.
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