The creative account has been at MDC Partners' CP&B since February 2012, when
Arby's then-new CMO, Russ Klein, moved the business from Omnicom's
BBDO without a review. BBDO won the account
in December 2010. It is unclear if CP&B will be defending the business; the
agency declined to comment.
Rob Lynch joined the chain as its brand president-CMO last month, replacing Mr. Klein, who left
the company in May -- a move that came after some of the chain's
franchisees had sent the company's president, Hala Moddelmog, a
letter in late December in which they took issue with marketing,
according to Nation's Restaurant News.
The letter, sent by the Arby's Franchise Association, the
chain's franchise council, noted discontent among franchisees
because they had not been given much notice or time to meet Mr.
Klein before approving his appointment. Mr. Klein joined the
company in January 2012.
The franchisees also complained that Mr. Klein booted agency
BBDO and tapped CP&B -- which he worked with at Burger King --
without interviewing CP&B or other potential agencies, and
despite several months of increasing sales while BBDO was its
Arby's in October 2012 rolled out a rebranding effort and
campaign from CP&B featuring the tagline "Slicing up
freshness." The effort included a new logo and messaging to
convince consumers of the food's freshness and to position it more
directly against Subway. It replaced the 2011 push by BBDO and the
tagline "Good mood food."
Arby's, owned by equity firm Roark Capital Group, spent about
$122.7 million on U.S. measured media in 2012, according to Kantar
Media. It spent $112.3 million in 2011.