Arby’s Restaurant Group, which relies heavily on in-store P-O-P to promote its products, has engaged new agencies to handle that work, as well as social media, digital and advertising.
BBDO New York has replaced Merkley + Partners as its agency of record. The review began in August and included four agencies from across the country.
Alcone partnered with BBDO in the Omnicom pitch and will be working with BBDO to deliver on the in-store, merchandising and shopper marketing for Arby’s.
The first new campaign will break in the first quarter of 2011.
Arby’s President Hala Moddelmog said in a release that the selection of a new agency was an important step in its turnaround plan to grow sales and profits by improving the customer experience and service.
“Their creative work brings to life our positioning, ‘Exciting tastes you can feel good about … every day’ in ways that will resonate with consumers,” he said. “We are very excited about the talent that they bring to making Arby’s a relevant and contemporary brand.”
In a related development, Arby’s has also hired Diana Petrovich-Tao, 51, as chief operating officer. She joins the firm from Burger King where she worked since 2003 as division vice president, mountain states.
BBDO New York’s other clients include AT&T, Bank of America, FedEx, GE, Lowe’s, Snickers, Starbucks and Pizza Hut. Alcone was named Promo’s 2010 Agency of the Year, ranking No. 23 on the Promo 100 with estimated U.S. net revenue of $62.4 million. Its clients include, Mike’s Hard Lemonade, Dreyer’s Grand Ice Cream, Philips Norelco, LG Electronics and others.
Arby’s, operated by the Wendy’s/Arby’s Group, has approximately 3,700 restaurants in the U.S. and in 21 other countries.
Network
