Wendy’s taps Kaplan Thaler Group


Wendy’s named The Kaplan Thaler Group as its lead creative agency with responsibilities encompassing advertising, media planning, digital marketing and restaurant activation. Kaplan Thaler was selected from a group of five leading agencies that participated in a review. Wendy’s disciplined brand-building process began with the creation of Wendy’s/Arby’s Group 9/08. This process has encompassed:

•Implementation of a clear brand strategy and aligned business objectives
•Reorganization of marketing team resources
•Overhaul of the R&D and market testing approach
•Creation of a robust product pipeline, which includes a record number of products in test in the second half of 2009

Wendy’s will introduce an integrated communications campaign and a new ad  direction during Q4. The next step of the agency review process – to be completed later this year in collaboration with Kaplan Thaler – will be the selection of agencies to support multi-cultural marketing, buying and PR efforts.