After more than a dozen years working with the QSR chain, Waltham, MA-based Blitz Media has resigned its Wendy’s account, which includes a number of regional assignments in the eastern part of the country.
The decision came earlier this month after the agency did a profitability assessment of the account and held discussions with the client. But apparently issues couldn’t be resolved.
In a memo obtained by MAD, Blitz President and CEO Melissa Lea told agency staffers that on the path to growth “we must sometimes make hard decisions. After conducting an in-depth profitability analysis and having several discussions with Wendy's management, we had to make the decision to resign the Wendy’s account. It’s always difficult to resign a client, especially a high-profile one that we have worked with for over 12 years. But it’s time to let another agency get the chance to work with Wendy’s.”
Wendy’s spends around $275 million annually in measured media according to Kantar. Total spending on the Blitz Media Wendy’s assignment was not immediately available. Lea’s memo noted that Blitz has won a number of accounts in 2013, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.
In her memo Lea also stated that “Blitz Media gained invaluable experience in the QSR, food and beverage, multi-unit retail/franchise categories through our work with Wendy’s. They contributed to our overall growth for many years and for that we thank them. We will continue to work hard on their business as we transition the account.”
It was not clear if the QSR chain had selected a replacement agency or launched a review to do so. The agency declined to comment on the situation, referring queries to Wendy’s. A client rep could not be immediately reached at deadline.