The Richards Group Wins Firehouse Subs Away From MARC USA

By Patrick Coffee 

Firehouse Subs, the chain founded by firemen (TM), has named The Richards Group as its new creative agency of record less than a year after signing with MARC USA.

A Richards Group spokesperson confirmed that the two parties have begun working together. The image above is Stan Richards himself along with the chain’s founders.

“Culturally, Firehouse Subs and The Richards Group are a very good fit. We’re both independently owned and uncompromising when it comes to doing what’s right for our clients and guests. These shared values form the basis for a strong partnership,” said Richards Group principal Rhonda Contreras.

This marks the agency network’s third rebound win since Chick-Fil-A surprised many in the industry by moving its business to McCann in July after more than two decades with Richards; the Dallas shop has picked up Boston Market, and Richards/Carlberg also won Blue Bell Creameries.

The chain, which opened its 1000th location this year, told Adweek last year that it planned to spend approximately $30 million on marketing in 2016 and hoped that MARC “could help us break through.”

According to one source, franchise owners and executives later disagreed about the direction of subsequent work, which included the below spot “Innovation.”

The Richards Group’s first work for the client should debut by January 2017.