The first phase of the agency review will focus on finding a lead agency to integrate the brand’s advertising, media planning, digital and restaurant activation. The second phase will focus on multicultural marketing, media buying and PR.
Wendy’s is inviting agencies to pitch their “best ideas on how to strengthen the brand’s marketing communications and drive innovation.” Wendy’s current creative agency of record kirshenbaum bond + partners, the agency that created the ‘Waaaay Better’ national campaign will be pitching for the business.
This review is the latest step in a comprehensive turnaround plan for the brand, which was implemented in September 2008, after the merger that created Wendy’s/Arby’s Group.
“Since the merger, we have been working to put a foundation for the brand in place. We now have a clear strategy in place and a brand book, which gives the framework for the brand going forward,” said Bob Bertini, a spokesperson for the Wendy’s/Arby’s Group.
“The next logical step is to think about how we communicate with consumers and it is important for us to have the very best agency talent working on our brand as we continue to move forward.”
As part of the rebranding, Wendy’s CMO Ken Calwell and executive team is calling for the implementation of a clear brand strategy and aligned business objectives, a reorganization of marketing team resources and updating of market testing and the creation of a new product development.
“We’ve completed a rigorous analysis of the Wendy’s brand that included extensive consumer and market research,” said Calwell in a statement. “Now that we have a clear brand strategy in place and a brand book to guide our decisions, the timing is right for us to significantly improve how we communicate the Wendy’s message to consumers.”
Bertini said that Wendy’s expect the RFP process to be completed by the end of the summer.