Arby’s Restaurant Group, Inc., the nation’s second largest quick-service sandwich chain, has selected Crispin Porter + Bogusky, Miami (CP+B) as its national advertising and digital agency of record, succeeding BBDO New York.

“It’s such an exciting time for us to start working with Arby’s”

“BBDO New York embraced the challenge to help us increase sales and improve traffic,” said Bob Kraut, Senior Vice President of Advertising and Brand Communications. “We wish them continued success and thank them for the creativity, energy and expertise they shared with Arby’s.”

“With a talented, proven and aligned leadership team in place, it is time to ensure our advertising agency reflects our strategic focus to revitalize our great, iconic brand,” said Hala Moddelmog, President of Arby’s Restaurant Group, Inc. “CP+B’s success speaks volumes,” Moddelmog added.

“BBDO’s work for Arby’s was exactly what the brand needed at that time,” said Russ Klein, Chief Marketing Officer for Arby’s. “This transition is about where we are taking the brand and how we are going to get there. Our opportunity is to turn a great brand into a great business. We are building a brand that will be authentic, emotional and enduring, and I know that CP+B can get us there.”

Crispin Porter + Bogusky (CP+B), a member of the MDC Partners network, has a client list that includes Microsoft, Unilever, Kraft, Phillips, Coke Zero, American Express, Domino’s Pizza, MetLife, Old Navy, Discovery Networks, SAS and Best Buy. The agency has more than one billion in billings and is one of the most awarded agencies in the world – with the unprecedented distinction of winning the Grand Prix at the Cannes International Advertising Festival in every major category.

“It’s such an exciting time for us to start working with Arby’s,” said Rob Reilly, Partner/Worldwide Chief Creative Officer, CP+B. “They have iconic products and a unique role to play in the QSR industry. There is absolutely no one better to lead this revitalization than the team they now have in place. What has always struck me about Russ is his huge passion and strategic acumen. We are thrilled to have the chance to partner with him and the team to restore the fervent love for the Arby’s brand.”

Initiative Media and co-op advertising agencies are not impacted by this change. In addition, Alcone Marketing remains the agency of record for the brand’s creative and print production.