• by Steve McClellan  @mp_mcclellan, February 6, 2012

MediaCom’s Subway restaurant media account just got a little heftier. The WPP agency has been awarded digital media responsibilities in the U.S. for the Subway franchise, the companies confirmed Monday.

The award came after a shootout between the digital and traditional media incumbents, Publicis Modem and MediaCom, respectively.

Estimated spending on the digital portion of the account is between $25 and $30 million. According to Kantar Media, the company spent roughly $430 million on ads in traditional media in 2010. Between January and September of 2011, the company spent about $350 million.

The new digital appointment makes MediaCom Subway’s agency of record for all media planning and buying in the U.S. “We have decided to consolidate our digital media planning and buying at MediaCom for both integration and efficiency reasons,” stated Tony Pace, CMO of Subway. 

Harvey Goldhersz, CEO of MediaCom North America, added: “Integrated messaging across platforms is increasingly important .." and cited the assignment as part of "the full range of media solutions.”

The win adds to the GroupM media shop’s recent winning streak. In December, it hauled in two big accounts, including the $400 million U.S. Bayer assignment and Revlon’s $265 million consolidated global account. In January however, client Shell confirmed that it was reassessing its $250 million global media assignment.