News

Wendy's taps Bravo Group to market to growing Hispanic segment

August 9, 2010

Wendy's International, Inc. has named Bravo Group to engage and attract the more than 45 million Hispanic consumers in the United States. Bravo Group is headquartered in Miami and has been recognized as one of the leading U.S. Hispanic integrated communications agencies by Advertising Age.

Bravo Group will work with Wendy's lead agency, Kaplan Thaler Group, to develop brand communication for the Hispanic consumer segment.

The agency was selected from several multicultural marketing agencies that participated in the extensive review process.

According to a December 2009 analysis of consumer expenditures and corporate growth strategies by the Latinum network, Hispanic spending more than doubled the general market spending. From 2005-2008, non-Hispanic consumer spending grew 2.9 percent, while Hispanic consumer spending increased 6.4 percent.

"The annual purchasing power of U.S. Hispanic households is on track to top $1 trillion per year, so connecting with these consumers is essential to the growth of our brand," said Bob Holtcamp, senior vice president, brand marketing, Wendys International, Inc. "The Bravo team showed us creative approaches that will complement our existing general market communications, but connect with our Hispanic consumer base in a unique and compelling way."

Bravo Group will begin its marketing efforts within the next two months. Hispanic media planning and buying will remain with MediaVest and MV42.