Atlanta - Arby's Restaurant Group, Inc. has appointed Fallon as its national creative agency of record following a review period and search that began in October 2013 and ended in January 2014. As Arby's advertising agency, Fallon will lead the strategic creative development and implementation for the brand's television, radio, print and digital channels.
Fallon will officially begin work effective Jan. 21, 2014. In addition to the AFA board, Arby's was also aided by Joanne Davis Consulting, Inc. throughout the agency review process.
"All three finalist agencies did an outstanding job during the process," said 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."