By: Christie Ewing
Omnicom’s BBDO New York recently acquired a nearly $100 million advertising account when Arby’s selected them as their national advertising agency of record. The decision was preceded by an extensive five-phase review by Arby’s executives, and included agencies such as WPP’s Y&R, independent Butler, Shine, Stern & Partners and Havas’ Euro RSCG Worldwide.
The search for a new ad agency began in August, when Arby’s announced its split with Omnicom Group’s Merkley & Partners. The six-year relationship was severed in response to declining same-store sales, and in an attempt to stage a turnaround for Arby’s.
Four months later, the fast-food chain is thrilled with their agency choice. Arby’s president Hala Moddelmog remarks about BBDO: “They demonstrated a clear understanding of the Arby’s brand, our positioning and our target customers… We are very excited about the talent that they bring to making Arby’s a relevant and contemporary brand.”
And rightly so. As one of the largest ad agencies in the world, BBDO has created countless successful campaigns. Their ads are refreshing, unique, and memorable. Who could forget the ‘Dropped Calls’ campaign for AT&T? Or the ‘You’re not you when you’re hungry’ campaign for Snickers? BBDO has won hundreds upon hundreds of awards, and is constantly recognized as one of the best in advertising.
Arby’s new marketing campaign is expected to be released during the first quarter of 2011, and I have few doubts that it will be anything but a success.