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Arby's Lynch Nabs (Much-Deserved) CMO of the Year


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With some offbeat but undeniably effective advertising in his back pocket, Arby’s CMO Rob Lynch has been a key part of the brand’s revival—and he just received some well-deserved recognition being honored as Chief Marketing Officer of the Year by PR World Awards.

As part of my feature story on Arby’s and its CEO, Paul Brown, I traveled down to the company’s headquarters in the Atlanta suburbs, a trip that included an interview with Lynch and a look inside the brand’s social media center.

With walls of quickly scrolling screens showing live Arby’s mentions on Twitter, Facebook and the others, it was an interesting look at the sheer volume of interactions major brands have to manage if they truly “get” the social media game.

There’s no question that applies to Arby’s, and its TV commercials show that old-school media hasn’t been left behind—that deep voice is a little scary, but the commercials get one’s attention and are undeniably elevating the brand as it works to spruce up its food and overall image.

Check out my Arby’s feature story HERE

Arby’s capped off 2015 by being named one of Ad Age’s top ten Marketers of the Year, and the The Wall Street Journal called the brand’s farewell ads to its “frenemy,” Jon Stewart, one of the best ads of 2015. This month, Digiday named Arby’s Vegetarian Support Program the Best in Show for its 2016 Content Marketing Awards and Loyalty360 named it Creative Campaign of the Year.

“I am proud that the efforts of our marketing team continue to drive business results,” said Lynch. “Over the past few years, public relations has been instrumental in driving the cultural relevance of our brand and getting Arby’s back in the conversation.”

Arby’s unique approach has translated not only into industry recognition, but also into sales success. Arby’s has experienced 22 consecutive quarters of same-store sales growth and 13 consecutive quarters of industry outperformance.

That’s a lot of new people who are thinking Arby’s. Kudos!

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
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Mary Jo LarsonLaura Michaels is managing editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
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