Oct
19
Wendy’s Taps WPP’s VML for Digital Duties
Posted in: Uncategorized
Kansas City-based digital shop VML has been named Wendy’s lead digital agency after a review.
Wendy’s CMO Craig Bahner told Ad Age that “during the process [VML] best demonstrated they had the track record, client list and strategic thinking and creative firepower to explode our digital effort.” He added that the No. 2 burger chain is getting more aggressive with digital and is “planning a double-digit increase” in digital and social marketing in 2013.
The review was managed internally; besides WPP-owned VML the other participants were not known. The digital portion of Wendy’s marketing account was previously handled by the chain’s lead agency, Publicis Groupe’s Kaplan Thaler.
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