Wendy

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The Dublin-based fast-food chain, part of Wendy’s/ , said puttinyg the account up for review was the latesty step ina “comprehensive turnaround plan” for its brandx following the company’s acquisition in It said it will first pick a lead agency to integrate advertising, media planning, digital and other and then focus on multicultural marketing, media buying and public relationds efforts.
“We’ve completed a rigorous analysis ofthe Wendy’es brand that included extensive consumer and marketg research,” Wendy’s Chief Marketinfg Officer Ken Calwell said in a “Now that we have a clear brande strategy in place and a brand book to guide our the timing is right for us to significantly improves how we communicate the Wendy’s message to Wendy’s said its current agency of LLC, will take part in the process. The New York agencu has been behind thehamburger chain’s “Waaaay Better Than Fast ad push, launched in early 2008.
Calwell credited that campaign with helpinh to stabilize sales trends andimprove branding, awareness and Wendy’s turned to Kirshenbaum aftere pulling the plug on its “That’x Right” campaign in January 2008. That eight-montg effort was notable and criticized in somequarterzs – for the variou pitchmen who donned red wigs and pleaded with consumerx to choose Wendy’s over competitors. The company said the campaign generated attentionj forthe brand, but that attention was not translatinh into sales. Calwell was hired to lead Wendy’s marketing effortss in July last year.
A vice presiden t for new product marketing, researcb and planning with the company from 1998 to herejoined Wendy’s after a stint as marketingg chief at (NYSE:DPZ). Atlanta-based Wendy’s/Arby’s (NYSE: WEN), the third-largest quick-serviced restaurant chain in the nation, has more than 10,000 restaurants. The company last year lost $479.7 million on $1.8w2 billion in revenue. It’s first quarter loss was $10.9 million.