Wendy's

Carl Loredo, Chief Marketing Officer
Jimmy Bennett, Vice President, Digital, Media & Partnerships
Kristin Tormey, Social Media Strategist

VMLY&R *Lead Agency

Conor Clarke, Senior Art Director
Steven Austin, Connections Manager
John Godsey, Chief Creative Officer
Emmy Hanlon, Connections Manager
Chris Corley, Executive Creative Director
Katie Furman, Analyst
Derek Clark, Executive Creative Director
Samantha Schuster, Supervisor, Connections
Bret Smith, Managing Director, Strategy & Insights
Eamon Conway, Associate Creative Director
McKay Hathaway, Creative Director
Matt Keck, Associate Director, Conversation Design
Zach Leffers, Senior Planner
Jeremy Cline, Senior Analyst
Charles Gooch, Director, Connections

Ketchum

Marissa Kandel, VP, Senior Media Specialist

Spark Foundry

Ryan Kefer, VP, Digital and Strategy Director

Wendy’s treats its Twitter followers like friends. If emotion drives brand preference, how might Wendy's connect with fast food consumers in new and unique ways? By treating them like close friends, and it’s our closest friends who we're often meanest to. Wendy’s created #NationalRoastDay, a fictitious, one-day holiday where the brand roasted – i.e., made fun of – anyone who asked for it. And people loved it. Sometimes to get love, you need to give a little tough love.