Wendy’s International, Dublin, OH, last week signed a deal with AOL Time Warner, New York City, for marketing across the media giant’s print, TV, and online properties.
The first promotional work from the multi-year alliance will be a spring sweepstakes. Other plans include tie-ins with the TBS network’s “Dinner & A Movie” and “Guys Who Like Movies” series, Warner Bros.’ “The Rosie O’Donnell Show,” and Time, Inc. magazines including “Sports Illustrated.”
“Consumers will see the Wendy’s brand in places and ways they’ve never seen us before,” says chief marketing officer Don Calhoon.
Long-time ad agency Bates Worldwide, New York City, helped negotiate the deal, which comes two weeks after the death of the QSR’s founder, Dave Thomas. As Wendy’s spokesperson, Thomas appeared in more than 800 ads.
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