The privately held sandwich chain, owned by Doctor's Associates, was to name four to five semifinalists this week. But after a weekend board meeting with the board of Subway's Franchisee Advertising Fund Trust, the board chose Goodby, the bridesmaid shop in the July 2003 review won by Publicis Groupe's Fallon, Minneapolis.
After reviewing more than a dozen questionnaires and a "number of really good submissions," the board knew its choice, despite having only finished the first round of the competition.
Save time and effort
"In the end, we were most impressed with [Goodby]," Chris Carroll, the franchisee trust's senior vice president of marketing, told Adage.com. "A lot of agencies spend $100,000 on these pitches and we knew what we wanted to do. So we said, 'Let's just save everybody the time and effort' and we decided not to drag it out."
As a result, he said the agency will start work this week and will be able to get to a new strategic platform much sooner. "[Goodby] understands our business needs," he said.
A Goodby Silverstein spokesperson declined to comment.
Jared Fogle to continue
One thing that won't change is the chain's spokes-dieter, Jared Fogle. Mr. Carroll said including Jared "wasn't a contingency," but he asserted that the board and agency "recognize the power of what he is as an icon of the brand."
Subway launched the review last month, hiring Joanne Davis Consulting, New York, to handle the process. The sandwich chain parted with Fallon in April, citing irreconcilable strategic difference and handed interim work to McCarthy Mambro Bertino, Boston, which prodced the current "Choose Well" campaign.
Boost for Goodby
The win was a boost for Goodby Silverstein, which earlier this year lost two key accounts. In April it lost the $125 million account for AT&T Wireless, which reconsolidated its business at WPP Group's Ogilvy & Mather, New York, during the company's pending sale to Cingular Wireless. In June, the shop lost the Dunlop Goodyear account, which had billings near $50 million, to Havas' Arnold Worldwide Partners, Boston.
It also marked a return to the fast-food category for the agency, which briefly handled the Carl's Jr. account in the early 1990s.