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Wendy’s moves account to Saatchi & Saatchi

Fast food chain Wendy’s Canada of Oakville, ON has appointed Saatchi & Saatchi of Toronto its lead agency of record in Canada. The account was previously held by MacLaren McCann. According to the company, the move is to bring the Canadian operation in line with its US-based parent, Wendy’s International, which hired Saatchi & Saatchi of New York as its agency of record in January. Saatchi & Saatchi will now be responsible for creative and brand planning for Wendy’s 384 restaurants in Canada. M2 Universal will continue to handle media planning and buying for Wendy’s Canada. “We are shifting agency assignments to help us further enhance our Canadian marketing efforts and build on our forward momentum,” said Andy Lubinsky, marketing director for Wendy’s in Canada. “We feel it’s important that we have direct, seamless access to the diverse talent and creative resources of the Saatchi organization, while continuing to leverage the proven marketplace experience and media buying strength of M2 Universal in Canada.”

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