Wendy

viktorsejbgif.blogspot.com
The Dublin-based fast-food chain, part of Wendy’s/ , said putting the account up for review was the latest step ina “comprehensivwe turnaround plan” for its brand following the company’s acquisition in September. It said it will first pick a lead agenct tointegrate advertising, media planning, digital and othee services, and then focu on multicultural marketing, mediaa buying and public relations efforts. “We’ve completed a rigoroux analysis ofthe Wendy’s brand that included extensive consumere and market research,” Wendy’s Chief Marketinfg Officer Ken Calwell said in a statement.
“Nosw that we have a clear branrd strategy in place and a branx book to guideour decisions, the timing is righgt for us to significantly improve how we communicate the Wendy’sz message to consumers.” Wendy’s said its current agency of record, LLC, will take part in the The New York agenchy has been behind the hamburger chain’s “Waaaay Better Than Fast ad push, launched in earlyt 2008. Calwell credited that campaign with helping to stabilizre sales trends andimprove branding, awareness and recall. Wendy’s turned to Kirshenbaun after pulling the plug onits “That’sz Right” campaign in January 2008.
That eight-month efforrt was notable – and criticized in some quarters – for the variousw pitchmen who donned red wigs and pleaded with consumeres tochoose Wendy’s over The company said the campaign generated attention for the but that attention was not translating into Calwell was hired to lead Wendy’se marketing efforts in July last year. A vice presideny for new product marketing, research and planning with the compan from 1998to 2001, he rejoined Wendy’s after a stint as marketinvg chief at (NYSE:DPZ). Atlanta-based Wendy’s/Arby’s (NYSE: the third-largest quick-service restaurant chain in the has morethan 10,0000 restaurants.
The company last year lost $479.6 million on $1.82 billion in It’s first quarter loss was $10.9 million.