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Wendy's names Kaplan Thaler new creative
July 29, 2009
As part of its comprehensive turnaround effort, Wendy's International Inc. has named The Kaplan Thaler Group as its new lead creative agency. Responsibilities encompass advertising, media planning, digital marketing and restaurant activation.
Kaplan Thaler was selected from a group of five leading agencies that participated in a rigorous review process involving Wendy's senior executives and franchise representatives. Wendy's previous agency of record was kirshenbaum bond + partners.
"This announcement is an important next step as we focus on driving innovation, strengthening our marketing communications and executing our turnaround plan for the Wendy's brand," said Wendy's chief marketing officer Ken Calwell. "This is a part of our overall brand strategy to build Wendy's reputation as the quality leader in the hamburger quick-service restaurant category with enhanced customer service, breakthrough new products, improved core menu choices and leading-edge marketing."
Wendy's disciplined brand-building process began with the creation of Wendy's/Arby's Group in September 2008. The process encompassed:
- Implementation of a clear brand strategy and aligned business objectives
- Reorganization of marketing team resources
- Overhaul of the R&D and market testing approach
- Creation of a robust product pipeline, which includes a record number of products in test in the second half of 2009
Wendy's will introduce an integrated communications campaign and a new advertising direction during fourth quarter 2009.
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