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Bates’ decision to unbun dle its media provided a convenient excuse for Wendy’s to fire the agency, with the chain’s top marketing executive saying it’s “just not in our DNA” to work with an outside media shop.

Sources said the chain needed a clear-cut reason for moving the $240 million business to Inter public Group’s McCann- Erickson from Bates, in part to satisfy franchisees who have enjoyed great success under the incumbent’s advertising.

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