Arby’s Restaurant Group Inc., a subsidiary of Wendy’s/Arby’s Group Inc., selected BBDO New York as its national advertising agency of record.
The announcement comes following an extensive five-phase review by Arby’s executive team and franchise leaders that began in August and included four creative agencies across the country.
BBDO New York is one of the largest advertising agency networks in the world, with 287 offices in 79 countries. They’ve created campaigns for such leading brands as AT&T, Bank of America, FedEx, GE, Lowe’s, Snickers, Starbucks, and Pizza Hut.
BBDO New York has been recognized for its vivid, disruptive, and memorable ads with multiple awards at the 2009 and 2010 Cannes Lions Awards, including Network of the Year. BBDO was also named the world’s most awarded agency network by The Gunn Report, Network of the Year in the 8th annual Young Guns Awards, and the most awarded global agency network across every marketing communications discipline in The Big Won report.
“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,” says Arby’s president Hala Moddelmog. “Their creative work brings to life our positioning, ‘Exciting tastes you can feel good about … every day’ in ways that will resonate with consumers. We are very excited about the talent that they bring to making Arby’s a relevant and contemporary brand.”
Arby’s will introduce a new marketing campaign during the first quarter of 2011.