Merkley Snares Arby’s $15 Mil. Creative Assignment

NEW YORK Omnicom Group’s Merkley + Partners has won Arby’s estimated $15 million creative account following a review, according to sources.

The agency here bested three other finalists: Interpublic Group’s Mullen in Wenham, Mass.; MDC Partners’ Kirshenbaum Bond + Partners in New York; and independent Venables, Bell & Partners in San Francisco, sources said.

Consultancy Wanamaker Associates in Atlanta oversaw the search.

The finalists presented to Arby’s executives in Atlanta on Tuesday and Wednesday.

Agency executives either did not return calls or declined comment; client representatives could not immediately be reached.

The incumbent on national creative, independent Doner in Southfield, Mich., did not compete in the review, but is keeping the business for 30 Arby’s co-ops nationwide.

IPG’s Initiative in Atlanta handles media chores, which were not in play.

—Adweek staff report