Hispanic advertising was previously handled by Cordiant Communications' Bates South, Miami; Bates Worldwide is the burger chain's longtime national agency. Wendy's began advertising to the Hispanic market last summer. Bates also recently resigned regional marketing assignments to focus on general market consumers.
Vidal will also handle Hispanic media buying and planning.
"We have made excellent progress over the last year in more effectively reaching out to Hispanic consumers," said Don Calhoon, executive vice president of marketing for Wendy's. "Vidal, with its strong marketplace experience and capabilities, will help us accelerate our efforts." -- Kate MacArthur
Copyright July 2001, Crain Communications Inc.