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CP+B Takes Over on Arby’s Biz

As you may know by now, Arby’s, minus any review, went ahead and handed its creative business to Crispin Porter + Bogusky. This ends a rather brief relationship with BBDO, which picked up the business for the fast-food chain just 15 months ago and put out ads such as this. Here’s a note we received from sources that BBDO NY CEO/president John Osborn sent to staff following the news of the loss:

“I received a call yesterday informing us that Arby’s is being moved to Crispin without a review.

We were awarded the Arby’s business in December 2010.  Since then, the brand has enjoyed five consecutive quarters of sales increases, and ended 2011 with its highest sales increase in 10 years!

We created work around a tagline, “Good Mood Food,” which achieved 60% awareness in just ten months and became even more recognizable than other competitors with higher spending.

What’s more, we made the sales register ring.

Which is why I am absolutely confident we will be back in the food service business…

In the meantime, keep your heads high.  We hope Arby’s can continue to show business growth.  And let’s do everything in our power to ensure a smooth transition.

We’ll bounce back.  This I know.

Ozzy”

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