Ruder Finn secures Wendy’s comms account

The appointment supports Wendy’s strategy to align brand marketing, corporate reputation, executive visibility and stakeholder communications under a single approach

Ruder Finn has been appointed communications agency of record for Wendy’s following a competitive agency review. The agency will lead integrated communications for the restaurant brand across the US, while strategic partner Agnostic will oversee communications in Canada.

The appointment supports Wendy’s strategy to align brand marketing, corporate reputation, executive visibility and stakeholder communications under a single approach. The partnership is effective immediately.

Integrated communications across North America

Ruder Finn will support Wendy’s communications across a range of audiences, including consumers, employees, investors, franchisees, media, creators and local communities. The agency's remit includes executive visibility, corporate reputation, strategic storytelling, creator and influencer engagement, issues management, and support for product, loyalty and purpose-led campaigns.

Agnostic will lead communications in Canada, working as an extension of the Ruder Finn team to deliver media relations, influencer engagement, campaign storytelling and reputation management tailored to the Canadian market.

Agency selected after competitive review

Wendy’s launched the agency review in spring 2026 with support from Knect Solutions. Ruder Finn was selected following an evaluation of several agencies, with Wendy’s citing the agency's integrated approach, creative strategy, AI capabilities, measurement expertise and collaboration across its US and Canadian teams.

Liliana Esposito, chief corporate affairs and sustainability officer, The Wendy’s Company: "Today’s communications environment demands an integrated approach that connects brand, reputation and enterprise strategy. We were looking for a partner that could help us engage every stakeholder with consistency, authenticity and agility. Ruder Finn and Agnostic demonstrated strategic thinking, creative insights, collaborative mindset and strong capabilities in measurement and analytics to help us strengthen our reputation while supporting Wendy’s continued growth."

Partnership supports brand growth

Lindsay Radkoski, US chief marketing officer, The Wendy’s Company: "Wendy’s has always stood out because of its distinctive voice, strong brand affinity and ability to connect with fans in culture. As we continue to grow the brand, we are excited to partner with Ruder Finn to help us tell our story in new and compelling ways, spark conversations that matter and create deeper connections with our customers. Ruder Finn impressed us with its strategic thinking, creativity and ability to bring together every facet of our brand into one cohesive story."

The account will be supported by specialists from Ruder Finn's Brand Experience practice, TechLab, Digital Integration Group and Studio53.

Corinne Gudovic, managing director, brand experience, Ruder Finn: "Wendy’s is one of the world’s most iconic brands, and we’re honoured to join the team at such a pivotal moment in its evolution. The most successful brands today connect every stakeholder through a clear, authentic story that builds trust, relevance and long-term growth. That’s exactly the kind of partnership we’ve built our Brand Experience practice to deliver. We’re excited to bring together the full breadth of Ruder Finn’s capabilities to help amplify Wendy’s transformation, strengthen its reputation and create meaningful connections with everyone who shapes the brand’s future."

Agnostic to lead Canadian communications

Toronto-based agency Agnostic will oversee Wendy’s communications in Canada as Ruder Finn's strategic partner. The agency will focus on earned media, influencer relations, campaign storytelling and reputation management while adapting Wendy’s communications to the Canadian market.

Sarah Crabbe, president, Agnostic: "For more than 50 years, Wendy’s has been bold and beloved in Canada – exactly the kind of brand we take pride in working with. We’re energised to be the team amplifying Wendy’s voice here, telling untold stories and bringing our better thinking ethos to this legendary, fast-moving brand."

www.wendys.com

www.ruderfinn.com

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