Arby's Restaurant Group, Inc.

PatrickSchwing, Chief Marketing Officer & President
DeborahVon Kutzleben, VP, Brand Strategy, Advertising and Menu
Emily Ciccone, Senior Director, Advertising, Merchandising and Social Media
Jimmy Beck, Social Media Manager
Michael Nguyen, Supervisor, Social Media

Fallon *Lead Agency

Greg Swan, Director of Digital & Social
Joe Johnson, Creative Director
Sam Tuttle, Account Supervisor
Nick Massahos, Social Strategist
Rick Utzinger, Executive Creative Director
Joanne Torres, Creative Director
Adam Chorney, Group Planning Director
Pat Sidoti, Head of Integrated Production
Brendan Lawrence, Director of Business Affairs
Chris Campbell, Group Account Director
Mara Keller, Social Strategy Supervisor
Hadley Swaggert, Producer
Andy Rhode, Director of Media
Machen Davis, Digital Media Planner
Sam Donovan, Media Planner
Desdemona Almsted, Business Affairs Manager

Moxie

Edelman

Catherine Salm, Account Supervisor
Chris Potter, Vice President
MaggieCancelosi, Senior Account Supervisor
Alisha Johnson, Assistant Account Executive

Since it exploded in late-2018, the benchmark for an effective TikTok engagement had been elusive. Arby’s wasn’t the first brand to get attention on TikTok, but they were the first to show how to turn that luck into modern, lasting engagement that’s measurably effective. Arby's public “negotiation” with TikTok user @h1t1 showed that the key to a viral moment on TikTok is treating it like an improv game, guided by “yes, and” creativity.