Wendy's to Review National Agency Resources as Key Step in its Growth Strategy

Wendy's to Review National Agency Resources as Key Step in its Growth Strategy

Dublin, Ohio,(BUSINESS WIRE) -- Wendy's International, Inc., part of Wendy's/Arby's Group, Inc. (NYSE: WEN), today announced it is reviewing its national agency resources.

This review is the latest step in a comprehensive turnaround plan for the brand, which was put in place following the merger that created Wendy's/Arby's Group in September 2008.

The first phase of the agency review will focus on selecting a lead agency to integrate the brand's advertising, media planning, digital and restaurant activation, and the second phase will focus on multi-cultural marketing, media buying and public relations.

Wendy's(R) will invite leading agencies to submit their best ideas on how to strengthen the brand's marketing communications and drive innovation. Included in this process will be Wendy's current creative agency of record, kirshenbaum bond + partners.

This move follows a disciplined brand-building process led by Wendy's Chief Marketing Officer Ken Calwell and the brand's leadership team, which encompassed:

Implementation of a clear brand strategy and aligned business objectives

A reorganization of marketing team resources

An overhaul of the R&D and market testing approach

Creation of a new product pipeline, and

The completion of Wendy's "brand book" - a detailed strategic framework for all brand efforts

"We've completed a rigorous analysis of the Wendy's brand that included extensive consumer and market research," said Calwell. "Now that we have a clear brand strategy in place and a brand book to guide our decisions, the timing is right for us to significantly improve how we communicate the Wendy's message to consumers. We are beginning to re-establish leadership in product innovation with new premium hamburgers, chicken and Frosty(TM) menu items this year. Our next step is to ensure that we have the best team talent and advertising to drive results at our franchised and company-operated restaurants.

"Wendy's current 'Waaaay Better' national advertising campaign, led by kirshenbaum bond, has helped to stabilize sales trends and has improved branding, awareness and recall since its introduction in early 2008. With this foundation, Wendy's is focused on further strengthening its marketing voice.

"Wendy's leadership team is fully aligned and committed to re-establishing the brand as the quality leader in the hamburger QSR category with breakthrough new products, enhanced core menu offerings and leading-edge marketing," said Calwell.

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(R) restaurant system. The combined restaurant systems include more than 10,000 restaurants in the United States and 24 countries and territories worldwide.

SOURCE: Wendy's/Arby's Group, Inc.



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