Arby's picks BBDO New York as main ad agency

After a search that took more than three months, Arby's Restaurant Group picked BBDO New York as its national advertising agency of record. Arby's, part of Atlanta-based Wendy's/Arby's Group, said the review process included four creative agencies across the country.

BBDO New York is one of the largest advertising agency networks in the world, with 287 offices in 79 countries and a client list including GE, Pizza Hut, Snickers, Starbucks and FedEx. The agency "demonstrated a clear understanding of the Arby's brand, our positioning and our target customers," said Hala Moddelmog, president of Arby's. The brand plans to introduce a new marketing campaign early next year.

Arby's has nearly 3,700 restaurants, but is trying to adjust its business model to a downturn that calls for more affordable food. Sales fell in the third quarter.

(First reported by the AJC on Twitter.)

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