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MediaCom was awarded responsibility for Subway’s U.S. digital media efforts, taking over the business from Publicis Groupe’s Publicis Modem. Duties on the new assignment include a full range of responsibilities including search and mobile.
The GroupM media network, part of WPP Group, already handles traditional media planning and buying for the quick-service restaurant franchise.
Digital spending is expected to be about $25-30 million this year. In the period between January and September, 2011, Subway spent $357 million on traditional media, according to Kantar Media.
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