DUBLIN, Ohio — Wendy's International Inc., part of Wendy's/Arby's Group Inc., is reviewing its national agency resources, the company has announced.
This review is the latest step in a comprehensive turnaround plan for the brand, which was put in place following the merger that created Wendy's/Arby's Group in September 2008.
The first phase of the agency review will focus on selecting a lead agency to integrate the brand's advertising, media planning, digital and restaurant activation, and the second phase will focus on multi-cultural marketing, media buying and public relations.
Wendy's will invite leading agencies to submit their best ideas on how to strengthen the brand's marketing communications and drive innovation. Included in this process will be Wendy's current creative agency of record, kirshenbaum bond + partners.
This move follows a disciplined brand-building process led by Wendy's chief marketing officer Ken Calwell and the brand's leadership team, which encompassed:
- Implementation of a clear brand strategy and aligned business objectives
- A reorganization of marketing team resources
- An overhaul of the R&D and market testing approach
- Creation of a new product pipeline
- The completion of Wendy's "brand book" — a detailed strategic framework for all brand efforts
