Adweek reported Arby’s assigned its account to Fallon after a review including The Martin Agency and BBDO. Incumbent agency CP+B originally “won” the account from BBDO sans a review in 2012, likely through Corporate Cultural Collusion and cronyism, as the CMO at the time had ties to CP+B. The emergence of yet another Arby’s CMO—as well as a new CEO—prompted the latest pitch. Given the quality of the shops that have serviced Arby’s in recent years, it’s safe to say the restaurant’s problems will not be solved through advertising.
Arby’s Finds a New Lead Agency
Fallon succeeds Crispin
By Andrew McMains
Arby’s has found a new lead agency.
Fallon has landed creative responsibilities on the fast food chain after a review, Arby’s has confirmed. The other finalists were The Martin Agency and BBDO.
Annual media spending is estimated at $125 million.
The Publicis Groupe shop succeeds MDC Partners’ Crispin Porter + Bogusky, which split with Arby’s in November. Crispin had handled the account since early 2012.
In making the hire, Rob Lynch, Arby’s new brand president and chief marketing officer, cited the strength of the core idea that Fallon pitched and the time agency executives spent getting to know the chain’s customers. What’s more, Fallon’s pitch idea—which Lynch declined to describe—can be applied to more than just advertising.
“Fallon’s work really inspired us because it’s something that can be a rallying cry for the organization,” Lynch said.
The assignment includes traditional and digital advertising, including social and mobile marketing. The new agency’s first campaign is expected in the summer.
Media planning and buying were not in play and remain at Interpublic Group’s Initiative. Joanne Davis Consulting in New York managed the review.
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