"Whether I wanted it voiced to the world that I was doing this pitch, not necessarily," said Ted Wirth, director-creative services for Subway Restaurants. "That kind of a took me aback a bit but what's done is done. I don't know who got more attention, Subway or the agency."
Mr. Wirth said the process started about a month ago, when Subway contacted 15 agencies. The sandwich chain will make a decision within two months.
And, as of this writing, Agency.com was still in the running (the first rounds of cuts come this week). This despite presenting a video that was too long by four minutes, violated the general rules of secrecy that surround pitches and insulted the client and its employees.
"Agency.com wanted to show how viral could work instead of just telling them about it in a video or written response," said Tom Ajello, VP-creative director at Agency.com, New York, in a statement, declining to comment further.
P.J. Pereira, executive creative director, AKQA, San Francisco, pointed out that such videos aren't made for bloggers. If it was to promote the agency to the general public, "then I think it may have backfired," he said. "If they're doing that to prove to the client they could do something that would be picked up by a larger audience, they may have had their point."