Wendy's CMO Explains Choice of Kaplan Thaler

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A combination of shrewd business insights and a broad array of marketing ideas won the day for The Kaplan Thaler Group in its successful pitch for lead creative duties on Wendy’s, according to CMO Ken Calwell. In an interview with Adweek senior reporter Andrew McMains, Calwell reflected on the review process, how Kaplan Thaler brought its ideas to life and the next phase of the restaurant chain’s review of all marketing services, which will focus on media, public relations and multi-cultural efforts.

Adweek: How did you lay the groundwork for finding a new lead creative agency?
Ken Calwell: Number one, we got this brand book and brand strategy established.

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