Wendy's has appointed independent culture and communications agency The Fitting Room as its lead strategic and creative partner in the UK following a competitive pitch.The mandate covers brand strategy, creative direction, national campaigns, PR, influencer marketing and hyper-local marketing to support the quick-service restaurant brand and its franchise network across the country.Previously, Wendy’s worked with agencies from WPP, including Burson in the UK.Through the partnership, The Fitting Room will support Wendy’s in strengthening its market presence and cultural relevance as the brand continues to expand across the UK. Wendy’s re-entered the UK market in 2021 and currently operates around 50 restaurants in the country.The agency’s responsibilities will include developing integrated brand platforms, seasonal campaigns, PR narratives and creator-led storytelling initiatives aimed at increasing awareness and customer engagement. The programme will also focus on supporting franchise partners with locally tailored marketing initiatives.Commenting on the appointment, Michael Clarke, Managing Director of Wendy’s UK, said the agency stood out for its strategic thinking and experience in the quick-service restaurant category, as well as its ability to deliver marketing support for franchise partners.Charlotte Mair, Founder and CEO of The Fitting Room, said the partnership will focus on combining cultural insight and audience-driven creative to build momentum for the brand in the UK.The Fitting Room has previously worked with quick-service restaurant brands such as Popeyes, German Doner Kebab, Wasabi and Pho. The agency’s broader client portfolio also includes Meta and GoDaddy.