Arby’s corrals in new CMO: Account review is predicted

Steve’s breakdown: Back in August we knew there was something wrong going on at Arby’s when we reported Arby’s picks a winner for its fake ad contest. Now they are going in the right direction. An agency review is next.

ATLANTA, GA: Russ Klein is joining Arby’s as chief marketing officer, announced Hala Moddelmog, president of Arby’s Restaurant Group Inc. (ARG). A 25-year marketing veteran, Klein has a track record of marketing management, brand turnarounds and value creation at Burger King, 7-Eleven, Dr Pepper, 7-Up and other brands. He was tapped to lead Arby’s efforts to revitalize its fast-food brand.

During his career, Klein has launched new brands, repositioned existing brands and brought ideas to the marketplace. He is a graduate of Harvard Business School Advanced Management Program and earned a BS in Business Administration from The Ohio State Univ., where he is a recipient of the Max Fisher College of Business Distinguished Alumnus Award.

“Arby’s represents one of the largest remaining opportunities left in the restaurant industry to take a large scale, iconic American brand and turn it into a global business,” Klein said.

Atlanta-based Arby’s Restaurant Group Inc. is the second-largest quick-service sandwich chain in the US with more than 3,500 restaurants system wide. Last year, Arby’s introduced Ultimate Angus, a premium Angus beef menu line featured in sandwiches.

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