Arby's picks new ad agency

BBDO New York to launch first campaign for chain next year

Arby’s Restaurant Group Inc. has named BBDO New York its new advertising agency of record, replacing Merkley + Partners.

The 3,700-unit sandwich chain, a subsidiary of Atlanta-based Wendy’s/Arby’s Group, said the selection followed a five-phase review process begun in August, in which four agencies competed for the account. Arby’s former agency, New York-based Merkley + Partners, did not defend the account it had held since 2004.


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