Quiznos has named independent WongDoody in Seattle as its lead agency.
According to a client representative, the shop will build on Quiznos' creative brand history while also serving to implement the new look, feel and overall brand refresh of "The New Quiznos." The shop was tapped following a review.
The sandwich chain has routinely spent $80-90 million annually in major measured media, though its outlay fell to slightly more than $50 million during the first 11 months of 2009, per Nielsen.
Media duties were not part of the process and that work remains at Horizon Media and Pohmedia, which were hired by Quiznos last year, the Quiznos rep said.
"Quiznos isn't just a great brand with an incredible creative heritage, they're a brand with real vision," said Tracy Wong, chairman and executive creative director, WongDoody. "We are ecstatic with being given the opportunity to help them fulfill that vision long term."
Quiznos' last major push came in late-October, orchestrated by Siltanen & Partners. It featured a commercial showing a "hillbilly hot tub" and touted the chain's double-cheese cheese-stake sandwich. The work itself took some heat, as it was bashed by some for ridiculing both gay and poor people.
WongDoody is already supporting Quiznos' most recent promotion, launched this month, dubbed, "Choose 2 for $5."
Other key clients of the agency include Alaska Airlines, the Bill and Melinda Gates Foundation and T-Mobile.