Arby’s Restaurant Group Inc., a subsidiary of Wendy’s/Arby’s Group Inc., has chosen BBDO New York as its national advertising agency of record.
The company was tapped after a five-phase review by Arby’s executive team and franchise leaders. The search began in August and was whittled down to four agencies across the country.
BBDO New York includes 287 offices in 79 countries. It has created campaigns for brands such as AT&T, Bank of America, FedEx, Lowe’s, Snickers, Starbucks and Pizza Hut.
The agency has garnered multiple honors, including at the 2009 and 2010 Cannes Lions Awards event. It was also named the world’s most awarded agency network by The Gunn Report, Network of the Year in the Young Guns Awards and the most awarded global agency network across every marketing communications discipline in The Big Won report.
BBDO New York will leverage Arby’s brand positioning around the tagline, “Exciting tastes you can feel good about … every day.”
“We are very excited about the talent (BBDO New York) brings to making Arby’s a relevant and contemporary brand. The selection of BBDO New York is an important step in our Turnaround Plan. They demonstrated a clear understanding of the Arby’s brand, our positioning and our target customers,” said Arby’s president Hala Moddelmog.
Arby’s will introduce a new marketing campaign during the first quarter of 2011.
