Arby's thinking new ad agency

Posted on August 23, 2010 by Franchise Gator Admin

Arby's will soon have a brand new company running its advertising operations, in hopes that that a new marketing direction can help slumping sales figures.

The Ohio-based franchise announced that it would be replacing its current advertising agency, Merkley + Partners, which has overseen all advertising for the franchise since 2004. Adweek reports that Arby's spent $128 million in media last year, which was lower than the $140 million in 2008, according to Nielsen. The company has spent $50 million in the first half of 2010, putting it on pace to spend less than the year before.

"We are deeply involved in analysis and consumer research that will result in the evolution of the Arby's brand vision and positioning," said Hala Moddelmog, client president. "With that work nearly completed, this is a natural time to introduce fresh thinking in our brand positioning and brand messaging."

In recent weeks the company has seen the revenue of its parent firm, Wendy's/Arby's, drop by 4 percent to $877 million in the second quarter. The company has hired EBJ Consultants to help it complete the search process.