News

CMO Klein leaves Arby's

June 3, 2013

Less than two years after being named chief marketing officer of Arby's, Russ Klein is leaving the company to "pursue other opportunities."

"We are very grateful to Russ for his tremendous contributions to Arby's strong performance and growth," said Jon Luther, chairman of Arby's Restaurant Group. "Since joining us early last year, Russ led the revitalization of our marketing program and contributed to excellent business results. In my over 30 years in this business, Russ stands among the best CMOs I've ever worked with. We wish him every success in his future endeavors and would work with him again in a minute."

According to the company, Klein played a leading role in developing numerous market-tested products that are ready for launch. Under his leadership, Arby's Open Innovation System has produced a large number of qualified new products, including two sandwiches that have received all-time high ratings among consumers for the company.

A national search is underway to find Klein's replacement. In the interim, president Hala Moddelmog will lead the marketing department. Crispin, Porter and Boguski will remain as the agency of record. CP&B was hired to lead the chain's creative shortly after Klein joined Arby's in early 2012. The partnership between the agency and Klein extended back to Klein's time as CMO of Burger King, with campaigns such as the King and the Whopper Freakout.

Klein spearheaded Arby's rebranding initiative, introduced in the fall. It includes a new logo and ad campaign focused on its fresh food made in the back of the house. The campaign has been credited for contributing to 10 consecutive quarters of same-store sales growth — one of the longest such streaks in Arby's history.

"I am very proud of the incredible work we've done," Klein said. "Today, Arby's has a deep pipeline of products backed by creative advertising that's been driving sales at the store level. With these building blocks firmly in place, I am excited about what the future holds in store — both for Arby's and myself."

Ad Age originally reported Klein's departure over the weekend, noting that Bob Kraut, vice president of Brand Marketing and Advertising, is also leaving the Atlanta-based chain.

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