The World: New York - The Kaplan Thaler Group wins Wendy's business

Wendy's, the US restaurant chain, has appointed The Kaplan Thaler Group to its advertising account, after a pitch against Bartle Bogle Hegarty, Venables, Bell & Partners, The Martin Agency and Kirshenbaum Bond & Partners, the incumbent on the account.

Wendy's launched its review of the business in May, having worked with Kirshenbaum Bond & Partners for just under two years.

The brand spent $275 million on advertising last year, with the most recent campaign featuring the strapline: "It's waaaay better than fast food."

Wendy's is also reviewing its media buying and public relations accounts in the US.


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