Completes Key Step in Brand-Building Process and Growth Strategy
Wendy’s International, Inc., part of Wendy’s/Arby’s Group, Inc.
(NYSE:WEN), today named The Kaplan Thaler Group as its lead creative
agency with responsibilities encompassing 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.
“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. This process has encompassed:
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Implementation of a clear brand strategy and aligned business
objectives
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Reorganization of marketing team resources
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Overhaul of the R&D and market testing approach
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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.
The next step of the agency review process – to be completed later in
2009 in collaboration with Kaplan Thaler – will be the selection of
agencies to support Wendy’s multi-cultural marketing, media buying and
public relations efforts.
About Wendy's/Arby's Group, Inc.
Wendy’s/Arby’s Group, Inc. is the third largest quick-service restaurant
company in the U.S. and includes Wendy’s International, Inc., the
franchisor of the Wendy’s restaurant system, and Arby’s Restaurant
Group, Inc., the franchisor of the Arby’s restaurant system. The
combined restaurant systems include more than 10,000 restaurants. To
learn more about Wendy’s/Arby’s Group, please visit the Company's
website at www.wendysarbys.com.
Wendy’s/Arby’s Group, Inc.
Media:
Bob Bertini, 614-764-3327
bob.bertini@wendysarbys.com
or
Investors:
Kay
Sharpton, 678-514-5292
kay.sharpton@wendysarbys.com
