Subway: Moving Fast Was 'Smarter'

“We’re smarter than we were a year ago,” said Subway vice president of marketing Chris Carroll about last week’s surprise decision to hire Omnicom Group’s Goodby, Silverstein & Partners to handle its $300 million creative account. But the sandwich maker is also far more hard-pressed in the marketplace than it was when it last reviewed its account in 2003.

“A year ago, you didn’t have every quick-service restaurant brand doing healthy positioning,” Carroll said. “We have to re-establish that exclusive positioning.”