More of Subway on Hadeler’s Plate

Dallas Agency Retains Texas Account, Adds $2-3 Mil. Assignment
DALLAS–Hadeler Sullivan & Law here has added about $2-3 million in new assignments, according to sources, following a summer-long regional agency consolidation by Milford, Conn.-based Subway Restaurants.
HS&L, which won Subway’s Texas account in a 1997 review, was able to retain that business and win additional undisclosed markets in the Southwest.
Agency president Mike Sullivan confirmed the shop has added business, but declined to disclose billings.
HS&L, among a handful of Subway roster agencies with regional billings of $6-10 million, had been hoping to perhaps double its business with the client. The shop’s work for 11 major Texas markets is estimated at $7 million annually.
The consolidation was part of Subway’s plan to cut its regional agency roster–serving various co-ops–to 24 shops.
Subway officials and consultants conducting the review could not be reached for comment on the extent of Hadeler’s new assignments, or what other Southwest agencies may have been affected. HS&L was one of nearly 50 roster agencies that responded to an exhaustive questionnaire and submitted creative samples earlier this summer.
A consultant involved in the review previously said the chain employed as many as 100 agencies, each assigned anywhere from one to 30 markets. Catherine Bension, managing partner of Select Resources International in Los Angeles, told Adweek in June that 50 shops were being considered for roster status.
Candidates had to demonstrate an ability to handle additional business profitably. Besides creative and media duties, Subway delegates tasks usually performed by corporate marketing departments, such as oversight of supplier-vendor relationships, monthly budgets and franchisee planning meetings.
The agency consolidation plan was unveiled at Subway’s national franchisees’ conference in April.
Subway spent $85 million on U.S. advertising last year, per Competitive Media Reporting. The Lead national shop is Publicis & Hal Riney, Chicago.
The chain is currently preparing a series of promotional tie-ins with Warner Bros.