Wendy's Names VML as Digital Agency of Record
Continues Brand Transformation and Growth Strategy
DUBLIN, Ohio, Oct. 19, 2012
DUBLIN, Ohio, Oct. 19, 2012 /PRNewswire/ --Wendy's® has named VML as its
digital agency of record. Based in Kansas City, VML was selected from a group
of five agencies that participated in the review process.
Wendy's wants to rapidly expand its already successful digital program. The
company recently introduced the My Wendy's mobile nutrition app, is developing
a new consumer website, and is testing several new digital in-restaurant
experiences like mobile payment and digital offers. They were recently ranked
#2 for impact in social media by Nation's Restaurant News.
"This new relationship is an important step as we explode our digital efforts,
which is a critical component of our brand transformation," said Craig Bahner,
Wendy's Chief Marketing Officer. "Wendy's has aggressively moved into digital
and social media and we need a partner who can help us become a best-in-class
brand in this area."
VML replaces Publicis Kaplan Thaler (PKT), in New York. "PKT was instrumental
in helping us grow from our infancy in digital marketing and social media in
the last three years and we sincerely thank them," Bahner said. "They remain
our advertising agency of record, and we're excited about the "Now That's
Better" campaign that is resonating with consumers. We look forward to
continuing our strong partnership with PKT well into the future."
Advertising Age, Forrester and others have recognized VML as a leading digital
agency. Wendy's joins an impressive client roster including Gatorade,
Southwest Airlines, Whole Foods, Coors and Microsoft. The agency recently
celebrated its 20^th anniversary and is a pioneer in social media marketing.
"We're honored to become Wendy's Digital Agency of Record. I can't imagine a
better brand in the category, at a more exciting time for that brand. We're
thrilled about the opportunity to partner with Wendy's to further develop and
innovate across their digital and social engagement platforms," said Jon Cook,
VML CEO and President.
"In addition to their outstanding agency capability, we also feel VML is an
excellent fit with Wendy's from a culture and values standpoint," Bahner
said. VML was recently recognized by the Dave Thomas Foundation for Adoption
on the 2012 Best Adoption-Friendly Workplaces list in the advertising and
Trademarks are the property of their respective owners.
About The Wendy's Company
The Wendy's Company 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 U.S. and 27 countries and U.S. territories worldwide. For
more information visit www.wendys.com, or www.aboutwendys.com.
Denny Lynch, 614-764-3553 Amy Robinson, 404-879-9126
SOURCE The Wendy’s Company
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