Firehouse Subs appointed MARC USA as its new agency of record, following a review led by Select Resources International which included 19 agencies and three undisclosed finalists. The brand’s annual marketing budget is $30 million.
Zimmerman was the incumbent on the business.
MARC USA will run the account out of its Chicago office with help from its Boston and Pittsburgh offices, and a new campaign is expected from the agency in late February.
“We searched for an agency partner that could help us break through creatively in a billion dollar competitive space and take our brand to the next level,” said Firehouse Subs co-founder Robin Sorensen. “MARC USA brought us the big ideas that are right in line with what Firehouse Subs stands for, and it connected with us.”
“We felt MARC USA’s passion for our business right from the RFP stage when they used their social media networks to visit 500 restaurants in a single weekend,” added Firehouse Subs CEO Don Fox. “They understand the Firehouse Subs opportunity. Their research and analytics defined our best prospects for expansion markets and their innovative media plans showed how we could reach those prospects in new ways.”