WENDY'S APPOINTS MCCANN-ERICKSON AOR
By Adnews Staff
Wendy's International has hired New York-based McCann-Erickson WorldGroup as the national advertising agency of record for Wendy's Old Fashioned Hamburgers Restaurants in the U.S. This ends the hamburger chain's 15-year relationship with Bates USA. McCann-Erickson will be responsible for strategic planning, creative services, media planning and media buying. It will service the account through its New York office and a satellite office it will open near Wendy's headquarters in Dublin, OH. Don Calhoon, executive vice-president of marketing for Wendy's, said the company had a positive and productive relationship with Bates, but was not comfortable with the move of Bates' in-house media buying function to a separate company. There are no plans to change the current "It's Better Here" advertising campaign, he said. A number of undisclosed agencies were also considered. Wendy's International also owns Tim Hortons and Baja Fresh Mexican Grill.