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The Arby’s creative account will remain within Omnicom Group, with the selection of BBDO as lead agency after a review.
BBDO New York succeeds sister shop Merkley + Partners in New York on the brand, which last year spent nearly $130 million in major measured media, according to Nielsen. The new agency’s first work is expected in March.
The other finalists for the business were independent Butler, Shine, Stern & Partners in Sausalito, Calif., and WPP Group’s Young & Rubicam in New York.
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