• Ad Age, Friday, July 28, 2006 1 PM

Fast-food chain Wendy's Corp. is making major changes in its marketing operation following a round of layoffs and other cost-cutting measures designed to save $100 million by the end of the year. The marketing changes include the creation of a new unit, dubbed the innovation and strategy group, which will consist of four executives. They include Lori Estrada, senior vice president-research and development; Casey Minton, vice president-strategic insights and innovation; and Mike Watson, senior vice president-operations innovation. A senior strategist will be named later to serve as group leader. The inclusion of Watson, formerly senior vice president-operations administration and strategic planning, is a major shift for Wendy's. "It's the first time we've had someone with Mike's operations background as an integral part of the marketing team," says Ian Rowden, executive vice president-chief marketing officer. The company also merged the brand-management, media, and diversity-marketing teams that earlier reported to Rowden into a team led by Bob Holtcamp, vice president-brand management.

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