Arby’s Restaurant Group Inc. 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.
As Arby’s advertising agency, Fallon will lead the strategic creative development and implementation for the brand’s television, radio, print, and digital channels.
“All three finalist agencies did an outstanding job during the process,” says Rob Lynch, chief marketing officer and brand president of Arby’s Restaurant Group Inc. “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. We feel their dedication and passion for this partnership and are excited about the success that we will achieve together.”
Fallon is known for its work on well-known brands such as H&R Block, Travelers, and The Cosmopolitan. Within the last few months, the company has added a number of new accounts to their roster, including Brown-Forman’s Woodford Reserve Bourbon, Herradura Tequila, Loctite Adhesives, and VH1. This recent success follows the appointment of John King as chief marketing officer and Jeff Kling at the helm as chief creative officer.
"This is a tremendous opportunity for us to get Arby's back into the conversation,” says Mike Buchner, chief executive officer 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.
"Our franchisee board participated fully with Arby's leadership in the selection of Fallon. We're excited about the insights and creativity that the Fallon team will bring to Arby's," Johnson says.
"I am thrilled with the decision to engage Fallon as our agency of record,” says Paul Brown, Arby’s chief executive officer. “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.