Wendy’s Names Interim CMO

NEW YORK Two months affer the departure of top marketer Ian Rowden, Wendy’s has named Paul Kershisnik interim CMO at the fast-food chain.

Kershisnik, who joined Wendy’s, Dublin, Ohio, in March 2007 as svp, marketing, strategy and innovation, will oversee all marketing activities, working with Bob Holtcamp, who has also been promoted to svp, brand management.

Together, Kershisnik and Holtcamp will spearhead the brand’s transition to its “Waaaay better” marketing campaign, which presents Wendy’s offerings as superior to other types of fast food.

The new creative, handled by Kirshenbaum Bond + Partners, New York, introduced two weeks ago at the company’s annual convention in Orlando, Fla., replaces the contentious, red-wigged “That’s right” campaign that drew ire from franchisees and other critics during Rowden’s tenure. (Rowden has since landed a gig as chairman and CEO of Saatchi & Saatchi’s Asia-Pacific region, based in his native Australia.)

Though Kershisnik is being considered for the permanent CMO position, a search is being conducted by employment firm Spencer Stuart of New York.

Wendy’s spent $280 million on measured media for the first 11 months of 2007, per Nielsen Monitor-Plus.