New Work Expected to Break in October

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CHICAGO (Adage.com) -- Subway Restaurants has chosen Publicis Groupes' Fallon, Minneapolis, to handle its $220 million advertising account, the marketer said.
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Fallon won the account after a review that included independent agency Weiden & Kennedy, New York and Portland, Ore.; Omnicom Group's Goodby, Silverstein & Partners, San Francisco; and Interpublic Group of Cos.' Deutsch, New York.

Joanne Davis Consulting, New York City, ran the review. Havas' Euro RSCG MVBMS, New York, was the incumbent on the account.

Campaign execution
"Every single one of the agencies nailed the strategy," said Chris Carroll, marketing director for Subway Franchisee Advertising Fund Trust. "We would have run the work of any one of these agencies. At the end of the day, we had confidence that this work more than the other work and [Fallon's] capacity to execute against it would be better."

Mr. Carroll said he expects to present Fallon's work to franchisees in three weeks at the national franchisee convention. New ads will break in October.

Media buying
Grey Global Group's MediaCom will continue to handle media buying and planning for the $200 million-plus account.

Euro RSCG MVBMS created the advertising featuring for the current "Eat Fresh" campaign and continued the "Subway Diet" effort first developed by defunct agency Publicis & Hal Riney, Chicago, that featured Jared Fogle, who lost 245 pounds eating nothing but Subway sandwiches. Mr. Carroll shifted the account from Publicis to Euro RSCG MVBMS in March 2000.

The Milford, Conn.-based Subway is owned by Doctor's Associates.

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