18 June 2009
Agencies McCann Erickson and Momentum have won a £20m account to look after sandwich chain Subway’s advertising and digital offering in the UK and Ireland.
The four-way pitch – which included agencies Frame, Iris and Krow – was handled by advertising and media selection agency AAR. Subway’s previous agency Frame, which cameup with Subway’s “Sub of the day” promotion, lost out to a partnership between agencies McCann Erickson and Momentum.
McCann Erickson business team member Eleanor Tylee says that together, the agencies intend to reinvigorate the Subway brand and its position in the market. Tylee says the agencies intend to raise awareness by running an integrated campaign, as well as direct mail and sales promotions.
Subway head of marketing UK and Ireland Alex Cacouris says: “We went with McCann Erickson and Momentum because we believe they have the right combination of creativity and strategy that will be needed to help the business achieve more through its next phase of development.”
McCann Erickson will look after TV advertising while Momentum will be in charge of digital and point-of-sale strategies. Both companies are part of the McCann Worldgroup.
McCann Erickson chief executive Chris Macdonald says, “We are delighted to have partnered with Momentum on this project and to now have the chance to work together on such a famous and growing brand. Subway operates in an incredibly competitive, dynamic and interesting marketplace, and it required the skills of people from all across our UK group to pull together the integrated idea and plan that won us this pitch.”
Subway, which launched eight years ago in the UK, now has more than 1,400 UK franchises and says it is aiming for 2,010 restaurants by the year 2010.
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