Wendy's has named VML as its digital agency of record. Based in Kansas City, VML was selected from a group of five agencies that participated in the review process.
Wendy's wants to rapidly expand its already successful digital program. The company recently introduced the My Wendy's mobile nutrition app, is developing a new consumer website, and is testing several new digital in-restaurant experiences like mobile payment and digital offers. They were recently ranked #2 for impact in social media by Nation's Restaurant News.
"This new relationship is an important step as we explode our digital efforts, which is a critical component of our brand transformation," said Craig Bahner, Wendy's Chief Marketing Officer. "Wendy's has aggressively moved into digital and social media and we need a partner who can help us become a best-in-class brand in this area."
VML replaces Publicis Kaplan Thaler (PKT), in New York. "PKT was instrumental in helping us grow from our infancy in digital marketing and social media in the last three years and we sincerely thank them," Bahner said. "They remain our advertising agency of record, and we're excited about the "Now That's Better" campaign that is resonating with consumers. We look forward to continuing our strong partnership with PKT well into the future."
Advertising Age, Forrester and others have recognized VML as a leading digital agency. Wendy's joins an impressive client roster including Gatorade, Southwest Airlines, Whole Foods, Coors and Microsoft. The agency recently celebrated its 20th anniversary and is a pioneer in social media marketing.
"We're honored to become Wendy's Digital Agency of Record. I can't imagine a better brand in the category, at a more exciting time for that brand. We're thrilled about the opportunity to partner with Wendy's to further develop and innovate across their digital and social engagement platforms," said Jon Cook, VML CEO and President.
"In addition to their outstanding agency capability, we also feel VML is an excellent fit with Wendy's from a culture and values standpoint," Bahner said. VML was recently recognized by the Dave Thomas Foundation for Adoption on the 2012 Best Adoption-Friendly Workplaces list in the advertising and marketing industries.
