Inspire Brands, owner of Arby's and Sonic Drive-In, is consolidating its national media business under Publicis Groupe's Zenith.
Zenith already handled Sonic, which Inspire acquired for $2.3 billion on December 7, while Interpublic's Initiative previously serviced the national Arby's business, though it will retain the brand's local media business.
Arby's creative and media accounts will now be managed almost entirely by Publicis-owned shops with Fallon currently handling creative and Moxie overseeing social.
Notably, Initiative declined to defend, says an Interpublic spokesman. "As Arby's is now part of Inspire Brands joining other restaurant brands like Buffalo Wild Wings, we declined to pitch due to conflicts with other Initiative clients," he stated in an email response to a query.
Buffalo Wild Wings will continue to be overseen by WPP's Mindshare.
Arby's, which has about 3,440 restaurants, spent nearly $107 million on advertising during the first six months of 2018 and $139 million in 2017, according to Kantar Media.