By Steve Krajewski
DALLAS–Hadeler Sullivan Ewing here capitalized on its staff’s previous experience in the restaurant category to earn the ad account of a Texas co-op of 600 Subway Sandwiches and Salads restaurants.
HSE edged out three other Texas agencies in the final presentation round: Berry-Brown and PGC Advertising of Dallas and Anderson Advertising of San Antonio.
The account is worth $5 million and includes both creative and media chores.
Ed Lively, board chairman for the Dallas/Fort Worth market of Subway, said 40 client representatives were on hand during final pitches. Votes were cast by eight franchise groups, with HSE winning a majority. The final tally was not disclosed, but one source said HSE and Anderson were the lead contenders.
HSE chief executive officer David Hadeler said the collective experience of the agency’s principals in the quick-service restaurant category and the shop’s track record on the Tony Roma’s ad account were the main factors in its selection by Subway.
‘We’ve been hungering for an account in the quick-service restaurant category,’ Hadeler said. ‘This turned out to be the right one.’ Hadeler added that executives at Tony Roma’s, which targets consumers at a higher price point, assured him that they did not consider Subway a conflict.
During its presentation, Hadeler distributed a capabilities packet in the form of a restaurant menu and played a humorous video that introduced various agency staffers and principals.
HSE officially takes over the account Aug. 1, though Hadeler said the shop has already ‘hit the ground running’ and begun client meetings to discuss strategy.
Lively said the agency’s first work should begin airing in some markets in August. Both Lively and Hadeler said it has not been determined if the client’s previous low-fat positioning will be continued.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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