Wendy’s Names The Vidal Partnership Hispanic AOR.

Wendy’s International has named The Vidal Partnership of New York as its Hispanic agency of record.

In announcing the appointment today, Don Calhoon, executive vice president – marketing, Wendy’s International, indicated that Vidal will be responsible for providing strategic counsel and direction as well as developing advertising and other marketing extensions directed at Hispanic audiences.

“It goes without saying that Hispanics represent a large, diverse and growing segment of the population,” Calhoon said. “We’re in the business of listening and responding to our customers, and Vidal will help us keep our marketing efforts relevant and on target with this very important audience.”

Vidal will work closely with BATES USA, Wendy’s long-time advertising agency partner, to ensure that all national and local Hispanic initiatives are strategically consistent with general market efforts.

“We have made excellent progress over the last year in more effectively reaching out to Hispanic consumers. Vidal, with its strong marketplace experience and capabilities, will help us accelerate our efforts,” Calhoon said.

“We are truly humbled and feel extremely fortunate to have the opportunity to become part of Wendy’s marketing team. It’s a great compliment to know that Wendy’s recognizes the creativity, innovative thinking and retail experience we bring to the table,” said Manny Vidal, chief executive officer, The Vidal Partnership.