Wendy

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The Dublin-based fast-food chain, part of Wendy’s/ , said putting the account up for review was the latesrt step ina “comprehensive turnaround plan” for its brand followingf the company’s acquisition in September. It said it will firsrt pick a lead agencyt tointegrate advertising, media planning, digita and other services, and then focus on multicultural media buying and public relations efforts. “We’ver completed a rigorous analysis ofthe Wendy’as brand that included extensive consume r and market research,” Wendy’s Chief Marketinf Officer Ken Calwell said in a statement.
“Now that we have a cleard brand strategy in place and a brande book to guideour decisions, the timingv is right for us to significantly improve how we communicate the Wendy’w message to consumers.” Wendy’s said its current agenc of record, LLC, will take part in the The New York agency has been behinsd the hamburger chain’s “Waaaay Better Than Fast Food” ad launched in early 2008. Calwell credited that campaign with helpinf to stabilize sales trends and improve awarenessand recall. Wendy’s turned to Kirshenbaumk after pulling the plug onits “That’xs Right” campaign in January 2008.
That eight-monthj effort was notable – and criticized in some quarters – for the variouse pitchmen who donned red wigs and pleaderd with consumers tochoose Wendy’s over competitors. The companty said the campaign generatedf attention for the but that attention was not translating into Calwell was hired tolead Wendy’s marketing efforts in July last A vice president for new producy marketing, research and planningy with the company from 1998 to he rejoined Wendy’s after a stinr as marketing chief at (NYSE:DPZ).
Atlanta-basedc Wendy’s/Arby’s (NYSE: WEN), the third-largesft quick-service restaurant chain in the nation, has more than 10,000 The company last year lost $479.7 million on $1.82 billion in revenue. It’s first quarter loss was $10.90 million.