Advertising Age reported Wendy’s hired a new Chief Marketing Officer—who just happens to be a former Mickey D’s CMO—to orchestrate a brand turnaround.
Um, hoping to emulate the Golden Arches is hardly a McRoad to success, as even struggling Ronald McDonald would admit.
If the new CMO takes a standard approach—i.e., launches an account review including former cronies and co-conspirators—it might mean trouble for longtime incumbent White advertising agency VML. The potential snowball effect could adversely impact WPP Creative, WPP Production, WPP Media, and the entire single White operating company.
In short, lots of WPP drones might lose their lunch—and be forced to seek employment as Wendy’s or Mickey D’s crew members.
Wendy’s hires former McDonald’s CMO Tariq Hassan
By Erika Wheless
Tariq Hassan, the former chief marketing and customer experience officer for McDonald’s U.S., is now Wendy’s chief marketing and customer growth officer, Wendy’s announced today.
Hassan, who joined the burger chain effective immediately, replaces Lindsay Radkoski, who has served as Wendy’s U.S. chief marketing officer since 2024. Radkoski will depart after a transition period over the coming weeks, ending a nearly 15-year career with the brand, Wendy’s stated.
Hassan’s appointment comes as part of Wendy’s ongoing “Project Fresh” turnaround, which was announced in November. The revitalization strategy started with looking at customer data to better inform marketing. Wendy’s has had a hard time winning back customers—its same-restaurant sales have continued to fall, down 7.8% in the first quarter of this year and 7% in the second quarter. In April, the chain awarded its U.S. media business to WPP Media to more efficiently work with the fast-feeder’s longtime creative partner, VML.
“My focus will be on reigniting that passionate connection with our brand to show up more powerfully in every experience, everywhere our fans meet us,” Hassan said in a statement regarding his new role.
Under Hassan, McDonald’s marketing mined so-called “fan truths” about the brand to help inform campaigns, including its celebrity meals, adult Happy Meals, the Grimace Birthday Meal and manga-inspired “WcDonald’s” campaign, all by Wieden+Kennedy New York. He left McDonald’s in early 2025 and was replaced by Alyssa Buetikofer, the former chief marketing officer of McDonald’s Canada.
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