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A few year's back, Arby's had a big problem with its advertising: it wasn't working. The brand had been through a host of different taglines, ad agencies and logos, none of which differentiated the brand from competitors or captured what Arby's stood for.
But operating under the belief that advertising isn't dead and instead is merely "craving some courage," Arby's Restaurant Group brand president and CMO Robert Lynch set out to reinvent quick service restaurant advertising.