Wendy’s @ McCann-Erickson.

Wendy’s International announced a partnership with McCann-Erickson WorldGroup as the national advertising agency for Wendy’s Old Fashioned Hamburgers Restaurants in the U.S., replacing Bates USA.

McCann-Erickson, the largest worldwide advertising agency, will service the account through its New York office and a satellite office to be opened near Wendy’s corporate headquarters in Dublin, Ohio. The agency will support all aspects of Wendy’s marketing efforts from strategic planning to creative services to media planning and buying. The transition will take place over the next 90 days.

“We are excited to welcome McCann-Erickson to the Wendy’s family, and believe the far-reaching depth and breadth of their integrated marketing resources will be a tremendous asset to our system,” said Don Calhoon, executive vice president of marketing for Wendy’s International. “We anticipate a very smooth transition since our 2003 marketing plans have been completed as well as the 2003 upfront national media buy.”

Calhoon emphasized there are no plans to change the Company’s proven marketing strategies or the current “It’s Better Here” advertising campaign, which has struck a positive chord with consumers and helped produce very strong sales results this year. Wendy’s same store sales were up 6.2% for the first half of 2002, and the Company’s systemwide sales were up nearly 13%.

Net income also rose 13% in the same period. He noted the production schedule for TV commercials is set for the rest of the year.

Jim Heekin, chairman and chief executive officer of McCann-Erickson WorldGroup, said, “Wendy’s is one of the most powerful brands in America, and their performance over the past decade is very impressive. Our agency is fully committed to supporting the Wendy’s partnership at the highest possible level of service, and will immediately assemble a strong leadership team to direct these efforts to assure continuity during the transition.”

“This was a very difficult decision to make given the extremely positive and productive relationship we have enjoyed with Bates USA over the last 15 years,” Calhoon said. “The Wendy’s-Bates team will always be remembered for the tremendous Dave Thomas campaign, which, by any measure, elevated Wendy’s advertising to unprecedented levels of success.

“However, we were not comfortable with the move of Bates’ in-house media- buying function to a separate company. The seamless integration of media, message and creative is at the heart of our successful marketing strategy. As stewards of Wendy’s national advertising account, it simply made prudent business sense for us to pursue other options,” Calhoon said.

The selection process involved a number of agencies. In addition to seeking a partner with in-depth integrated marketing resources, critical decision factors included senior management strength and processes followed in account management, innovative approaches to strategic planning and consumer research, and long-term stability.

“The selection of McCann-Erickson New York became very evident once we analyzed the tremendous resources they can bring to the Wendy’s business, along with their compatibility with our long-term approach to business,” Calhoon said.