'Stretched the rules'
Citing the agency's best-in-class work for fast-food restaurant Wendy's in the 1980s and for Little Caesar's pizza chain in the 1990s, Mr. Provost said, "They blew us away with fresh, provocative creative execution in a category that has grown tired and generic. ... They stretched the rules of advertising without breaking them."
"The great news about this win, aside from the win itself, is that the agency presented work based on all media and created new media. We saw Quiznos as a medium in and of itself," said Jeff McClelland, CEO, Cliff Freeman & Partners. "Couple their heritage with operational excellence they are putting into place and amazing new products and there is amazing potential for success."
Quiznos sold a stake of the company to private-equity player TurnWorks earlier this year, making Greg Brenneman president-CEO of the restaurant chain. Mr. Brenneman brought Mr. Provost to Quiznos to handle marketing and oversee the agency review. Mr. Provost had spent the previous 20 years at Yum Brands.
No Baby Bob
Most recently, WPP Group's Ogilvy & Mather had worked on strategic assignments for the company. Independent Siltanen & Partners, El Segundo, Calif., was the agency of record until 2005, when it reinstated Baby Bob as spokeschild. Mr. Provost assured Advertising Age that while he could not address specifics of the campaign, Baby Bob would not be taking a third turn.
Independents Vitro Robertson, San Diego; Doner, Southfield, Mich.; DeVito Verdi, New York; and Interpublic Group of Cos.' Dailey & Associates, Los Angeles, are said to have also participated in the review.
The agencies did not return calls for comment.
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Kate MacArthur and Alice Z. Cuneo contributed to this report.