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. In all of 2010 the chain supported its traditional marketing communications with $430 million.
MediaCom first started working for Subway in 2000.
In a statement, Tony Pace, Subway’s CMO said: “We have decided to consolidate our digital media planning and buying at MediaCom for both integration and efficiency reasons. We have confidence in MediaCom’s management and believe they will help build upon our success in the digital space.”
