Wendy’s International, Inc. had named Paul Kershisnik as interim chief marketing officer, effective immediately.
Kershisnik, who joined Wendy’s in March 2007 as senior vice president of marketing strategy and innovation, temporarily replaces Ian Rowden, the former chief marketing officer, who left in December for personal reasons. The company is working with Spencer Stuart to conduct a search to find a permanent replacement.
In his new role, Kershisnik oversees research and development, strategic insights, operations innovation, brand marketing, field marketing, media, diversity marketing and creative/advertising production. He reports to Kerrii Anderson, Wendy’s CEO.
In other news, Wendy’s promoted Bob Holtcamp from vice president to senior vice president of brand management. He reports to Kershisnik.
Kershisnik, Holtcamp and the marketing team are in charge of implementing the next phase of Wendy’s “Waaaay Better” advertising campaign, which replaces its “That’s Right” campaign, the company said. Kirshenbaum + Bond & Partners, New York, is handling the campaign’s creative.
Before Wendy’s, Kershisnik was vice president of new product innovation and research and development for Mrs. Fields Famous Brands. He also held positions with Pizza Hut/PepsiCo, General Mills and Sprint.
Holtcamp, who joined Wendy’s in 2000, previously managed the seafood business for Aurora Foods as a director of marketing on the Mrs. Paul’s and Van de Kamp’s brands. Prior to that, he worked at the Miller Brewing Co. in regional marketing and brand management on brands including Miller Lite, Miller Genuine Draft and Miller High Life.
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