Arby’s announced today that the fast-food chain has named Patrick Schwing as the brand’s chief marketing officer.
As CMO, Schwing will lead the company’s advertising, digital innovation, menu development and overall brand experience, reporting directly to Arby’s president Jim Taylor.
“Patrick has a long track record of demonstrated performance across a diverse set of global brands,” Taylor said in a statement. “His extensive experience in brand building, innovation, digital marketing and organizational leadership will be integral in leading Arby’s to its next phase of growth.”
Schwing joins Arby’s after more than 16 years at Procter & Gamble. Most recently, he headed P&G-brand Oral-B’s global power brush interactivity and innovation division, where he oversaw the introduction of artificial intelligence technology into the brand’s electric toothbrushes. Schwing also worked on marketing for major P&G brands such as Pantene, Head & Shoulders and Herbal Essences.
At a moment when restaurants and fast-food chains around the country (and the world) are debuting plant-based versions of their specialties, Arby’s doubled down last year on its slogan: “We’ve got the meats.” Rather than incorporating a plant-based roast beef alternative, the brand bucked the trend by creating a meat-based carrot—the Marrot.
Earlier this year, Arby’s tried its hand at the troll-style marketing techniques (It’s been Burger King’s MO for years now.) For National Hat Day, it worked with agency Moxie on a campaign that put the iconic Arby’s hat on the mascots of its competitors for a simple, but very clever social media blitz.
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