Wendy's Names The Kaplan Thaler Group as Lead Creative Agency

Completes Key Step in Brand-Building Process and Growth Strategy

DUBLIN, Ohio (BUSINESS WIRE) -- 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(R) 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:

  • Implementation of a clear brand strategy and aligned business objectives
  • Reorganization of marketing team resources
  • Overhaul of the R&D and market testing approach
  • 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.

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

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