Jan 24, 2007

Wendy’s Goes Back To Saatchi

Okay, Dancer Fitzgerald. But they eventually became Saatchi sometime during MergerMania. I’ll be curious to see what Kevin Roberts and Tony Granger do with the account. Right now, all Granger’s done is prove how easy it is to get work into The One Show, what with all the for-award-shows-only campaigns they’ve been doing. (Take Air Tahiti Nui for example. Does an airline that flies nonstop from NYC to Tahiti really need a full-on outdoor campaign, plus full page ads in high-end glossies and outdoor installation art? We’re kinda doubtful. And funny how the campaign graphics aren't on the website)

Don’t get me wrong, the work is very nice, but no one seems to be buying the idea that it’s a reflection of the sort of work Saatchi does for real clients. So here’s a chance for Roberts and Granger to take some of that magic and put it to work for a real client. And with BK upping the creative ante in the category, I’m hoping they’ll be able to do something interesting.

Also curious to see what K&B’s role will be. The division of labor between the two agencies—which are owned by different holding companies—has not been clearly delineated by the trade press.

See the article here.

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