Dentsu Aegis Wins Consolidated $400-Plus Million NA Creative And Media Assignment For Subway

Dentsu Aegis has won Subway’s consolidated North American (U.S. and Canada) creative and media assignments after a review that began in July, the fast-food giant confirmed Monday. The appointment is effective early next year.

Subway spent an estimated $442 million on measured media in the U.S. in 2016 and about $190 million in the first half of 2017, according to Kantar Media. Figures for Canada were not immediately available. 

The company said it was the first time in 25 years that it has combined its media and creative accounts for the U.S. and Canada with a single entity.

DAN is creating a dedicated unit, dubbed The Franchise @ Dentsu Aegis Network, that will draw talent from Carat New York and Canada and mcgarrybowen NY and DentsuBos to lead the account.

Previously, the company had recently worked BBDO and MMB, as well as MediaCom.

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“This is a pivotal time for Subway as we are accelerating our transition to becoming a modern marketing organization,” stated Karlin Linhardt, senior vice president of marketing for North America at Subway. “We selected Dentsu Aegis because it is a data-driven organization with the resources, strategic vision and creativity needed to drive consistent value for our customers and our franchisees across all channels.”

The review did not impact the company’s specialty and local agencies, or agencies outside the U.S. and Canada.

Subway retained MediaLink to help it manage the review process.

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