ATLANTA: MS&L has been named AOR for fast-food purveyor Arby's after a competitive pitch involving 16 agencies.
The account was awarded in December after three rounds of bids. MS&L managing director Jim Tsokanos declined to disclose a budget, but said it was comparable to those of other fast food accounts. Kyle Farnham, MS&L corporate VP, will lead the account.
For its pitch, the agency transformed its Atlanta office into an Arby's complete with drive-thru. The intent, said Tsokanos, was to emphasize MS&L's intimate knowledge of the brand.
"The reason why we're winning is we have an intense insight into the brand before we walk into the door," offered Tsokanos.
Weber Shandwick's Atlanta office previously handled some of Arby's PR, though it is unclear whether they were involved in the recent pitch.
MS&L has also won Randstad North America, and, through Orlando-based affiliate Curley & Pynn, the Universal Orlando business. Curley & Pynn will provide regional and on-the-ground support, while MS&L will provide strategic counseling. Tsokanos declined to disclose budgets for those accounts, as well.
The agency has 70 people in its Atlanta office. Another restaurant client is Cracker Barrel Old Country Store.