Dentsu Aegis Network, which includes Carat New York, McGarryBowen New York, Carat Canada and DentsuBos, will take over the North American media and creative advertising business for Subway beginning in early 2018, Adweek reported. Most of Subway’s ad business has previously been handled by MMB.
The switch-up comes as the brand transitions to “becoming a modern marketing organization,” Karlin Linhardt, senior VP of North American marketing, told Adweek. Dentsu won the review process in part due to its data-driven approach. Linhardt was hired in April and is part of the new North American leadership that initiated the agency review process.
Subway used the review process to consolidate its advertising business under one group. Its previous partnerships included 17 years with WPP’s MediaCom, 14 years with MMB and 10 years with Carat. Once the review was announced, MediaCom declined to participate, a spokesperson told Adweek.
Changes on the agency-side of Subway’s business come amid a far larger digital transformation at the restaurant chain. In July, it launched an initiative called “Fresh Forward” that included restaurant redesigns and integrating new digital technologies into select locations such as self-order kiosks, in-store USB charging stations and Wi-Fi. The rollout additionally featured more mobile payments options from Apple and Samsung, a new mobile app and a Facebook Messenger bot for placing orders.
Read more at Marketing Dive: https://www.marketingdive.com/news/dentsu-aegis-wins-subways-north-american-media-creative-business/512806/