Wendy’s International has named Saatchi & Saatchi as the lead agency of record on its estimated $300 million account, replacing McCann Erickson, which had handled creative duties since 2002 and created the “Do What Tastes Right” campaign.
Wendy’s also has given some designated creative projects to Kirshenbaum Bond & Partners and assigned media planning and buying duties to MediaVest.
All of the agencies are based in New York.
The change in agencies is the latest move Wendy’s has taken to revive sales since chairman and chief executive Jack Schuessler resigned in April 2006. Wendy’s, which has more than 6,300 North American units and more than 300 international restaurants, has trimmed costs and shaken up its marketing operations under Kerrii Anderson, named president and chief executive in November after having served in that capacity for several months on an interim basis, and chief marketing officer Ian Rowden.
Wendy’s same-store sales for the fourth quarter ended Dec. 31 were up 3.1 percent at U.S. company stores and 2.7 percent at franchised units. For December alone same-store sales were up 6.1 percent, the chain’s strongest month in 2 ½ years, according to a Wendy’s financial statement.
“Now that a turnaround has taken place in our business, we believe that the timing is right to seek new resources to take our advertising efforts to the next level,” Rowden said in a statement.
Wendy’s agency for Hispanic advertising, Vidal Partnership of New York, is not affected by the moves.