Accounts in Review: Contenders Prepare for Final Pitches in Subway’s Contest

It turns out Subway has been quietly talking to agencies for a while now, and the chain already has four finalists for its creative account.

Longtime incumbent MMB is defending against three other shops, which sources identified as BBDO, The Martin Agency and McCann Erickson. The brand spent more than $530 million in media last year, according to Kantar Media.

The search is being led by former marketing leader Chris Carroll, who returned to the fold more than a month ago in a senior role. Joanne Davis Consulting in New York is managing the process.

And as one search winds down, another has ended. Butler, Shine, Stern & Partners has outstripped four other finalists to claim DraftKings' creative business, sources said. In the past, the fantasy-sports site has spent $30 million to $40 million in media annually; with a new category-exclusive advertising deal with Disney's ESPN, however, that figure could grow to $200 million.

The win is the second for Butler, Shine in as many weeks, following the addition of Nature Made vitamins and supplements, which spends about $35 million in media annually. Also, the timing couldn't be better, as high-profile account Priceline is leaving the agency after eight years.

20

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

19

Mondelez: Global Media

Media spend: $1.5 billion
Incumbents: MediaVest, Carat, PHD, Madison
Contenders: MediaVest, Carat
Completion: October

18

21st Century Fox: Global Media

Media spend: $1 billion
Incumbents: Zenith Media, Vizeum
Contenders: Incumbents, others to be determined
Consultant: MediaLink
Completion: November

17

GlaxoSmithKline: Global Media

Media spend: $900 million
Incumbents: PHD, MediaCom, Starcom
Contenders: PHD, MediaCom
Completion: July

16

Sony: Global Media

Media spend: $900 million
Incumbents: UM, Carat, MediaCom
Contenders: Incumbents, undisclosed others
Completion: August

15

General Mills: Media

Media spend: $830 million
Incumbent: Zenith Media
Contenders: Incumbent, others to be determined
Consultant: Joanne Davis Consulting
Completion: October

14

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, undisclosed others
Completion: December

13

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas led by FCB, DigitasLBi and Havas Worldwide, respectively
Completion: August

12

Subway: Creative

Media spend: $530 million
Incumbent: MMB
Contenders: Incumbent, McCann Erickson, BBDO, The Martin Agency
Consultant: Joanne Davis Consulting
Completion: August

 

11

Citi: Global Media

Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July

10

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Ogilvy & Mather (connections planning only)
Completion: July

9

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

8

Coke Classic: Global Creative

Media spend: $250 million
Incumbent: Wieden + Kennedy
Contenders: Ogilvy & Mather, Sra Rushmore, Santo
Selection: September

7

DraftKings.com: Creative

Media spend: $200 million
Incumbent: Havas Edge
Contenders: BBDO, Arnold, The Martin Agency, Wieden + Kennedy, Butler, Shine, Stern & Partners
Awarded to Butler, Shine

6

Olive Garden: Creative

Media spend: $155 million
Incumbent: Grey
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: September

5

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, undisclosed others
Consultant: Pile + Co.
Completion: July

4

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

3

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June

2

American Airlines: Global Creative, Media

Media spend: $60 million
Incumbents: TM Advertising, McCann Erickson, UM
Contenders: Incumbents, others to be determined
Consultant: AAR Partners
Completion: October

1

Priceline: Creative

Media spend: $45 million
Incumbent: Butler, Shine, Stern & Partners
Contenders: Venables, Bell + Partners, BBDO, The Martin Agency, Arnold,
Consultant: Ark Advisors
Completion: August