Wendy’s is reviewing it’s national advertising work, the company announced to day in a press release.
“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.”
Kirshenbaum Bond + Parters, the burgermaker’s current agency, will be in on the review. I obtained an e-mail from Saatchi and Saatchi X’s Chris Andreson, the agency’s global client engagement officer, which states that Wendy’s CMO Ken Calwell personally asked Saatchi X to be part of the review.
Interestingly, Calwell’s predecessor Ian Rowden bailed on Wendy’s to take Jim O’Mahony’s spot as chairman and CEO of Saatchi’s Asia-Pacific region (read more about that, here).
According to Anderson’s e-mail, the review process begins this June and a winner should be announced by July.