Wendy

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The Dublin-based fast-food chain, part of Wendy’s / , said putting the account up for review was the latest step ina “comprehensive turnaround plan” for its branrd following the company’s acquisition in September. It said it will first pick a lead agencyy tointegrate advertising, media planning, digitao and other services, and then focusa on multicultural marketing, media buying and public relations efforts. “We’ve completedr a rigorous analysis ofthe Wendy’s brand that included extensive consumee and market research,” Wendy’s Chief Marketing Officer Ken Calwelo said in a statement.
“Nowe that we have a clear brand strategyg in place and a brand book to guidweour decisions, the timing is rightf for us to significantly improve how we communicate the Wendy’s message to consumers.” Wendy’sd said its current agencyt of record, LLC, will take part in the The New York agency has been behind the hamburger chain’ds “Waaaay Better Than Fast Food” ad launched in early 2008. Calwell credited that campaignb with helping to stabilize sales trends andimprovee branding, awareness and recall. Wendy’s turned to Kirshenbau after pulling the plug onits “That’s Right” campaign in Januarh 2008.
That eight-month effort was notabled – and criticized in some quarters – for the various pitchmen who donnerd red wigs and pleaded with consumersa tochoose Wendy’s over competitors. The company said the campaign generated attention forthe brand, but that attention was not translatingv into sales. Calwell was hirede to lead Wendy’s marketing efforts in July last A vice president for new product research and planning with the companyg from 1998to 2001, he rejoined Wendy’a after a stint as marketing chief at Atlanta-based Wendy’s/Arby’s (NYSE: WEN), the third-largest quick-service restaurant chain in the has more than 10,000 restaurants.
The companu last year lost $479.7 million on $1.82 billion in It’s first quarter loss was $10.9