McCann-Erickson replaces Cordiant Communications' Bates USA, which Wendy's decided to drop after Bates reorganised its media division, and moved its in-house buying outside of the agency.
Don Calhoon, executive vice-president of marketing for Wendy's International, said: "We were not comfortable with the move of Bates' in-house media-buying function to a separate company.
"The seamless integration of media, message and creative is at the heard of our successful marketing strategy. As stewards of Wendy's national advertising account, it simply made prudent business sense for us to pursue other options."
Wendy's said it has no plans to change its current marketing strategy or its current "better here" advertising campaign, which has helped sales increase 6.2% in the first half of 2002.
The transfer of the account to McCann-Erickson will take place over the next 90 days. The agency will work on all Wendy's marketing activity including strategic planning, creative services and media planning and buying.
The account will be held at McCann-Erickson's New York office, and a satellite office will be opened near Wendy's corporate headquarters in Dublin, Ohio.
Bates held the Wendy's account for over 15 years and developed the famous campaign featuring Wendy's founder Dave Thomas, who died earlier this year.
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