VML Nabs Wendy’s Digital Biz

By Kiran Aditham 

Just months after picking up digital duties for Coors/Coors Light, Kansas City-based, WPP-owned VML has added more to its client roster as it’s been named digital AOR for Wendy’s. VML was plucked from a group of five agencies that participated in the fast-food chain’s review, though who else took part has yet to be determined.

In a statement, Wendy’s CMO Craig Bahner explains the reasons for switching gears in its digital efforts, saying, This new relationship is an important step as we explode our digital efforts, which is a critical component of our brand transformation. Wendy’s has aggressively moved into digital and social media and we need a partner who can help us become a best-in-class brand in this area.”

VML replaces Publicis Kaplan Thaler on the Wendy’s digital account, but no worries (for now) as the latter agency remains the brand’s AOR. Let Bahner break it down. “PKT was instrumental in helping us grow from our infancy in digital marketing and social media in the last three years and we sincerely thank them,” he adds. “They remain our advertising agency of record, and we’re excited about the ‘Now That’s Better’ campaign that is resonating with consumers. We look forward to continuing our strong partnership with PKT well into the future.”

The “Now That’s Better” tagline/campaign was launched six months ago and apparently, its red-headed spokesperson, Megan Smith Goodwin, has become a star in her own right.  See below.