Budget: $165 million
Agency roster: Bates Worldwide; regional agencies
Career: Mr. Rath joined Wendy's as exec VP-marketing in spring 1987 from the agency then known as Dancer Fitzgerald Sample, New York, where he worked on the Wendy's business. He had worked at DFS in account management for 12 years, 10 of that spent on Wendy's. Prior to DFS, he worked in marketing at Johnson & Johnson and Upjohn Co.