Arby's Seeks New Agency to Boost Turnaround

Arby’s Restaurant Group Inc. announced it is reviewing its national agency of record as the latest step in the brand’s turnaround plan.

“We are deeply involved in analysis and consumer research that will result in the evolution of the Arby’s brand vision and positioning,” says Hala Moddelmog, president of Arby’s Restaurant Group Inc. “With that work nearly completed, this is a natural time to introduce fresh thinking in our brand positioning and brand messaging.”

The review has been initiated following considerable evaluation of the brand’s advertising needs. EBJ Consultants, an independent advertising consulting firm, will assist with the selection process. The current advertising agency to the Arby’s brand, Merkley + Partners, will not participate in the review.

“Merkley has been an important partner and member of the Arby’s marketing team for six years,” says Bob Kraut, senior vice president of advertising and brand communications. “We thank them for their contribution and loyalty to the Arby’s brand and wish them every success.”

The new agency will be selected before the end of the year.