Arby’s Brand President-CMO Explains How Brands Can Have Big Voices Without Big Budgets
By Matthew Lyle • October 22, 2015
Arby’s advertising budget pales in comparison to those at larger quick-serve restaurants, such as McDonald’s, Burger King and Wendy’s. So the company has to be nimble and find ways to do unique things with its smaller budget.
And, as the company admits, not too long ago the brand was a bit tired and unfocused and sales were weak. Rob Lynch, brand president and chief marketing officer, joined Arby’s in 2013 after successful stints working on brands such as Taco Bell and has helped revitalize its image and ignite sales.
His advice to smaller players includes: “You have to be smart, you have to be nimble, and you have to be willing to take risks. And I emphasize that last one,” Mr. Lynch told Ad Age at the 2015 ANA Masters of Marketing conference in Orlando. “You have to be able to make a choice and stick to it, and get after it.”