Great interview with a CMO who pulled a functional campaign from a decent agency.

Arby’s CMO Russ Klein arrived from Burger King and fired BBDO, an ad agency who can do great work on occasion and usually does decent work. He gave Arby’s to Crispin Porter + Bogusky, the agency that helped him make Burger King famous/infamous. Why? He thinks CP+B can do more than a decent or even a great campaign; he thinks CP+B can transform Arby’s.

Says Klein:

We have this modern sandwich shop QSR (quick-service restaurant) opportunity that has not been fully capitalized upon.”

It’s an intriguing chat with a guy who likes to shake things up.