Wendy’s Latest to Ink AOL Mega Deal

NEW YORK — AOL Time Warner has inked a multi-year, cross-platform media deal with Wendy’s International, the company said Thursday. The multimillion-dollar agreement allows the restaurant operator to promote its Wendy’s fast-food chain across the media giant’s brands.

As a part of the agreement, Wendy’s will launch promotions on such Internet destinations as Moviefone and People.com. An online-and-offline sweepstakes is planned for this spring.

In addition, the Dublin, Ohio-based company will advertise on TV shows, like TBS Superstation’s “Dinner & a Movie,” and “Movies for Guys who like Movies.” It will also place print ads across Time Inc. titles, such as Sports Illustrated.

Bates in New York, Wendy’s agency of 15 years, helped coordinate the deal with AOL Time Warner’s global marketing solutions group.

Wendy’s joins a bevy of advertisers that have struck multimedia deals with AOL in recent months, including Unilever, Burger King, Kellogg Co., American Express and DaimlerChrysler, among others.