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NEW YORK Wendy’s has selected The Kaplan Thaler Group to handle lead creative duties on its advertising account, the client has confirmed.
The Publicis Groupe shop bested teams led by Bartle Bogle Hegarty, The Martin Agency, Venables, Bell & Partners and the creative incumbent, MDC Partners’ Kirshenbaum Bond + Partners.
Major media spending on the brand totaled $275 million last year, according to Nielsen.
When the client launched the review in May, chief marketing officer Ken Calwell said, “The time is right for us to significantly improve how we communicate the Wendy’s message to consumers.”