AMP Readies Subway Youth Initiative

BOSTON Subway said it has hired Alloy Marketing & Promotions, better known as AMP, to fashion a third-quarter youth marketing initiative.

The Milford, Conn.-based sandwich chain selected the agency for the new assignment following a review of undisclosed shops. The budget has not been set, Subway said.

The upcoming initiative recognizes “the rising, influential purchasing power of teens,” said Chris Carroll, client svp of marketing, in a statement. AMP was selected based on its “proven expertise in marketing to teens” and its ability to “communicate to them in an authentic voice that really resonates,” Carroll said.

The client spends more than $300 million annually on ads and primarily works with Omnicom Group’s Goodby, Silverstein & Partners in San Francisco and independent McCarthy Mambro Bertino here. Those relationships are not affected by AMP’s hire.

Though Subway has used some teen-cast TV spots in past years, AMP’s upcoming work will represent a concerted, integrated effort to a young audience. AMP has specialized in non-traditional techniques such as mobile and event promotions, as well as interactive design and guerilla marketing.

AMP is headquartered in Boston, with its parent company based in New York. AMP has executed programs for clients such as Ben & Jerry’s, Big Red, Hasbro, Hewlett-Packard and New Balance.