The World: New York - Saatchis appointed to Wendy's new-look ad roster

The fast-food chain Wendy's has dropped McCann Erickson from its $400 million creative account and has appointed Saatchi & Saatchi Worldwide as its lead agency.

Kirshenbaum Bond + Partners will continue to work on a number of creative projects, while MediaVest Worldwide has picked up the media planning and buying business, previously handled by Universal McCann. Vidal Partnership will continue to work on the Hispanic advertising for Wendy's, which is the third-largest hamburger chain in the US. McCann Erickson has handled the account since 2002.

Wendy's chief marketing officer, Ian Rowden, said: "We believe the timing is right to seek new resources to take our advertising efforts to the next level."


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