Wendy’s International Inc., part of Wendy’s/Arby’s Group Inc., named Miami-based Bravo Group as its U.S. Hispanic agency of record. Recognized as one of the leading U.S. Hispanic integrated communications agencies by Advertising Age, Bravo Group will be tasked with creative, planning, and strategy to engage and attract the more than 45 million Hispanic consumers in the U.S. to the Wendy’s brand.

“The annual purchasing power of U.S. Hispanic households is on track to top $1 trillion per year, so connecting with these consumers is essential to the growth of our brand,” says Bob Holtcamp, senior vice president of brand marketing for Wendy’s International Inc. “The Bravo team showed us inspired, creative approaches that will complement our existing general market communications, but connect with our Hispanic consumer base in a unique and compelling way. We are confident this new partnership will bring great results for our brand and help us continue as the ‘real choice in fast food.’”

Bravo Group will work closely with Wendy’s lead agency, Kaplan Thaler Group, to develop and deliver integrated communications that work for the brand in a holistic manner, while remaining relevant and impactful to the Hispanic consumer segment.

The agency was selected from several leading multicultural marketing agencies that participated in a rigorous review process involving Wendy’s senior executives, Wendy’s franchise community, and Kaplan Thaler Group. The selection of Bravo Group marks a key milestone in the continued execution of Wendy’s disciplined brand-building strategy, with enhanced customer service, breakthrough new products, improved core menu choices, and leading-edge marketing.

“From our products to our people, Wendy’s strives to be authentic, genuine, and honest—all values we know Bravo shares, and that resonate with Hispanic audiences,” Holtcamp says.

Bravo Group will transition into its new role over the next 60 days. Hispanic media planning and buying will remain with MediaVest and MV42.

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