Wendy’s has tapped Miami-based Bravo Group to serve as its Hispanic AOR. As a result, Bravo will be tasked with relaying the fast-food chain’s “real” message to 45 million Hispanic consumers in the U.S through creative, planning and strategy efforts.
In a statement, Wendy’s SVP, brand marketing Bob Holtcamp explains why the company chose Bravo Group. “The Bravo team showed us inspired, creative approaches that will complement our existing general market communications, but connect with our Hispanic consumer base in a unique and compelling way,” he says. “We are confident this new partnership will bring great results for our brand and help us continue as the ‘real choice in fast food.”
According to the announce, Bravo Group beat out “several leading multicultural agencies” in a “rigorous review process” that involved Wendy’s senior execs, franchisees and the brand’s AOR, Kaplan Thaler Group. Bravo will transition into its new role over the next 60 days. Prior to Bravo, Wendy’s Hispanic account was handled by Vidal for the past eight years. Meanwhile, Hispanic media planning/buying remains with MediaVest and MV42.
Update: Regarding the review, Wendy’s SVP, communications Denny Lynch tells us, “The…process began around March. We sent a Request for Information to 12 agencies, followed by a RFP to five agencies. We met with each in July and narrowed the process to the final selection this week.” Wendy’s wouldn’t disclose the other agencies involved.
More: “Kaplan Thaler Takes Home Wendy’s”