MERCADEO Versión en español
Subway chooses BBDO as its new creative agency
Manuela Walfenzao| 28 de agosto de 2015
El cambio de agencia se debe a un esfuerzo de la compañía para recuperarse de una caída de 3% en sus ventas en EE UU
Fast food chain, Subway, chose BBDO, an Omnicom agency, to handle its advertising efforts. After a review, they decided to replace MMB agency, that had handled the account for many years. Among the shops that took part in the review are Interpublic Group of Cos, Martin Agency and McCann Erickson.The change of agency is part of an effort the company is making to rebound from a 3% decline in its U.S. sales last year. This has been their first drop in years. The change process includes Subway’s separation from its pitchman, Jared Fogle, after he was investigated by Federal authorities and found guilty of consuming child pornography and paying for sex with minors. Chris Carroll, who supervised the review, returned to Subway in the last months and now holds the position of Chief Advertising Officer. Tony Pace, the company’s CMO, will leave the company at the end of September. Subway invested in 2014 nearly US$533.2 million in media, according to Kantar Media, a 3.5% increase compared to US$515,2 million last year.For BBDO, this account implies an important victory that brings back certain prestige to the agency. Previously, they worked with Pizza Hut for 20 years, until 2009 when they lost the account.
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