New creative agency aims to get Arby's 'back into the conversation'

Jan. 22, 2014

Arby's Restaurant Group Inc. has appointed Fallon as its national creative agency of record following a review period and search that began in October 2013 and ended earlier this month.

According to a news release, Fallon will lead the strategic creative development and implementation for Arby's television, radio, print and digital channels. Fallon officially began work this week.

"All three finalist agencies did an outstanding job during the process," said Rob Lynch, chief marketing officer and brand president of Arby's. "Each agency came with extremely compelling ideas on how to build the Arby's brand and grow our business. This was an extremely difficult decision. In the end, our decision to partner with Fallon was driven by the superb quality of their work, their strong understanding of, and empathy for, the Arby's guest, and a genuine affinity for the Arby's brand and our products. They came to Arby's not just with a campaign, but a broader vision that will challenge our entire organization to think bigger and bolder and enhance the Arby's brand across everything that we do."

Fallon's portfolio includes H&R Block, Travelers and The Cosmopolitan. Within the last few months, it has added a number of new accounts to the roster including Brown-Forman's Woodford Reserve Bourbon, Herradura Tequila, Loctite Adhesives and VH1. These recent hires follow the appointment of John King as chief marketing officer and Jeff Kling as chief creative officer.

"This is a tremendous opportunity for us to get Arby's back into the conversation," said Mike Buchner, CEO of Fallon. "Arby's has an amazing history, but they aren't top of mind right now. We're going to help them change that fast. We are very much looking forward to starting our work with the Arby's team to transform their business and write the next exciting chapter of the Arby's brand story."

Matt Johnson, chairman of the AFA Service Corporation, Arby's marketing arm, endorsed the selection process and collaboration with Arby's marketing team.
"I am thrilled with the decision to engage Fallon as our agency of record," said Paul Brown, Arby's CEO. "This decision is another significant step in our journey to revitalize the Arby's brand."

In addition to the AFA board, Arby's was also aided by Joanne Davis Consulting Inc. throughout the agency review process.

Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris.

Read more about marketing and branding.

Topics: Marketing / Branding / Promotion , Online / Mobile / Social

Sponsored Links:

Related Content

Latest Content

comments powered by Disqus