Arby’s beefs up with bravado

This event report demonstrates how Arby's, the restaurant chain, revived its fortunes through a mixture of insight and marketing courage.

Arby's beefs up with bravado

Geoffrey PrecourtWarc

The ability to measure every tick of every message and every tock of consumer engagement demands that marketing must be every bit as much science as art.

But that mandated accuracy doesn't mean brand messaging can no longer be bold. "I don't think advertising is dead," Robert Lynch, brand president/chief marketing officer of Arby's Restaurant Group, Inc., told delegates at the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, Florida.

"I think that advertising is just craving courage. It's just craving clients and agencies that are willing to...

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