- Wendy’s – Arby’s
The union of Wendy’s and Arby’s restaurant chains presents steep challenges to expand the merged company worldwide:
In countries where there are no Wendy’s or Arby’s, such as Brazil and China, the company is building co-branded stores, offering consumers more choice under one roof and trimming costs with one combined outlet instead of two separate locales.
In countries where only Wendy’s has stores, including Mexico and Venezuela, it is adding Arby’s products to Wendy’s menus to broaden consumer options and, also, keep costs down.
- Pereira & O'Dell
Pereira & O'Dell, an advertising agency with headquarters in San Francisco, will launch podSport in 2011. The new business unit will serve as a marketing consultant to brands seeking to invest in the burgeoning opportunities in Brazil. Currently the eighth largest economy in the world, and by all accounts one of the fastest growing, Brazil will play host to the 2014 World Cup and 2016 Olympics. Grupo ABC, Brazil's largest advertising holding company, and parent organization to podSport, will serve as the in-country partner in the initiative.
Expedia, the online travel portal, has appointed Ogilvy & Mather to handle its £40 million pan-European advertising account.
The agency won the account following a pitch against Abbott Mead Vickers BBDO, DLKW Lowe and Saatchi & Saatchi. The process first kicked off in October, and was handled by the AAR. Ogilvy will now be responsible for handling a relaunch of Expedia across 12 European markets. PHD handles Expedia’s media planning and buying across Europe. Its relationship with the travel company is unaffected by Ogilvy’s appointment.
Hilton Worldwide is holding a multi-agency pitch in the US as it looks to appoint a global PR agency of record. The account is centred on growing the Hilton brand internationally, with a focus on developing economies.
Hilton is understood to be looking to markets such as Asia (specifically China) and Latin America to drive revenue growth and is looking for an agency with a global footprint and strength in these jurisdictions.
HSBC has reinstated Chris Clark as its top global marketer, following the departure of group head of marketing Tracy Britton earlier this year. Clark had previously headed up marketing at the bank, before becoming head of customer experience in early 2009.
In September, HSBC launched a £5m campaign, ‘Truffles’, targeting consumers looking for investment advice.
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