Why Wendy's fell for "Lovemarks"

01/31/2007 | Advertising Age (tiered subscription model)

Saatchi & Saatchi CEO Kevin Roberts, known for his branding book "Lovemarks," recently helped land the $300 million creative and media accounts for Wendy's without having to make a formal pitch. The key, according to Wendy's CMO Ian Rowden, is how Saatchi uses the Lovemarks concept to "differentiate themselves and help clients navigate their brands."

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