The Wendy's Company | Company Profile, Marketing Contacts, Media Spend, Brands
The Wendy's Company, headquartered in Dublin, OH, is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and Company restaurants in the United States and 25 other countries worldwide. The Wendy's Company is the parent company of its wholly owned subsidiary holding company Wendy's Restaurants, LLC. Wendy's Restaurants is the parent company of Wendy's International, Inc. (Wendy's).
|Main Telephone||(614) 764-3100|
|Main Fax||(614) 766-3979|
The Wendy's Company ContactsContacts (5/16)
|Kurt K.||Chief Concept & Marketing Officer||OH|
Sample of Associated Brands
|Liliana E.||Chief Communications Officer & Senior Vice President||OH|
|Todd P.||President & Chief Executive Officer||OH|
|Abigail P.||Chief Development Officer||OH|
|Lori E.||Senior Vice President, Research & Development - Wendy's North America||OH|
|The Wendy's Company||********|
|*** *****'* *******||*******||public relations||unknown||present|
|*** *****'* *******||***** *******||media buying & planning||2007||present|
|*** *****'* *******||*** ***** *****||multicultural||2010||present|
|*** *****'* *******||***, ***.||Creative, Social||2012||present|
|*** *****'* *******||******* & ******* *||Creative||unknown||present|
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Millennial Engagement Opps: Wendy's shifts creative to VML, completes split with Publicis
Subject: TV, digital, Hispanic-focused media, shopper marketing, social media, mobile
Company: Winmo), headquartered in Dublin, OH, is the world's second largest quick-service hamburger company. There are more than 6500 franchise and company-owned restaurants in the US and in 25 countries internationally.
Update (3/10): Wendy’s, No. 407 on the VML as its new creative AOR without a review. The account had been handled by Publicis since 2009 (when it was still Kaplan Thaler).
Wendy’s had already moved digital from Kaplan Thaler to VML in a 2012 review. Chief concept and marketing officer Kurt Kane told AdAge that the decision to hand all creative to VML came from the need for seamlessly integrated campaigns. He noted: “By streamlining the creative process with VML, we believe our advertising and marketing disciplines will continue delivering strong results across our business while further setting out brand apart from the QSR pack.”
VML will work with Wendy’s other roster agencies, including Ketchum (PR), according to the company. Agency readers should note that these relationships are all past average agency tenure (2.5-3 years), so another shakeup could be coming down the line. Sellers – be sure you are reaching out to secure revenue for upcoming integrated campaigns.
Below was originally published on 2/4:
Opportunity: Wendy's has debuted a new tagline – “Deliciously different.” Beginning Feb. 5, the new tagline will replace “Now that's better” in TV ads created by VML. Part of the new messaging is likely due to the recent re-haul of Wendy's burgers – now called Dave's Single (and Double and so on) – which hearken back to the original recipe. According to CMO Kurt Kane: “We have a powerful brand story to talk about in terms of how we do things differently in QSR, and we wanted to be overt about it.” One thing that is very overt – the Red character is no where to be seen in the new ads. Kane stated that the company hasn't made any decisions about her future, noting that she is “very” identifiable, so things are still up in the air.
In addition to TV ads, the campaign will include digital and social media, as well as have a dedicated website. Kane also offered that the campaign will feature a Google voice app component – when users ask the app “Where's the beef?” they will receive a number of answers (you'll have to try it to find out what they are). Kane expects this new positioning to hold through future campaigns, so sellers should reach out for TV and digital dollars associated with this (and future) campaigns. Note, as well, that Wendy's has increased display and mobile ads from 2014 to 2015 (more below).
The new campaign was created by WPP's MediaVest has handled media buying and planning for Wendy's since 2007, according to The List. Yes, Wendy's just launched a new campaign with existing agencies, but if the campaign doesn't resonate as Wendy's expects, it may be on the lookout for new partners (especially since of recent CMO upheaval and all the above relationships are older than the average two-and-a-half years).
CMO Round Robin: The top spot on Wendy's marketing team has been a bit of a revolving door in the last year. In Dec 2014, added marketing to his title and has led the department since.
Also, Wendy's promoted Brandon Rhoten to VP of advertising, media and digital in Aug. 2015.
Media Spend: According to Kantar Media, Wendy's spent $249.9 million on measured media in 2014. Most of this – 89% – was dedicated to broadcast ads. The remainder went to print, radio and OOH ads, per Kantar.
TV Breakdown: Per iSpot, Wendy's spent $202.9 million on national TV ads in 2015 – up from $149.7 million in 2014. See charts for 2015 channel/show targeting.
Digital Breakdown: Moat reports that Wendy's ran 227 display ads on 907 publishers in 2015 (71% mobile). Top ad destinations include: hot1019.com, live365.com, theonion.com and go.com (86% placed site direct versus programmatically). Wendy's also ran 179 high impact ads and 56 video ads in 2015. F
For comparison, in 2014 the fast feeder ran 313 ads on 272 publishers (25% mobile). Ad destinations included stylelist.com, mtv.com and huffingtonpost.com (83% placed site direct). Wendy's also ran 174 high impact ads in 2014, but no video ads.
1 Dave Thomas Blvd.
Dublin, OH 43017
Chief Concept & Marketing Officer
Vice President, Advertising, Media & Digital