Hadeler Seeks More Of Subway

Hadeler Sullivan & Law here has set its sights on possibly doubling its $6 million in Subway billings, as the agency submitted an entry last week for the client’s regional consolidation review [Adweek, April 20].
HS&L was one of nearly 50 roster agencies which answered an exhaustive questionnaire and submitted creative samples, according to a consultant conducting the review. Subway, which currently employs as many as 100 agencies, assigns each roster shop anywhere from one to 30 markets, according to Catherine Bension, managing partner of Select Resources International in Los Angeles.
Bension declined to identify contenders vying to maintain or increase their Subway stake in a consolidation to 24 roster agencies. HS&L is responsible for 11 markets throughout Texas, after being hired a year ago for the Lone Star co-op account.
HS&L president Mike Sullivan said the shop–among a handful of Subway agencies with regional billings of $6-10 million–is confident it can make the cut. He said the agency is also hopeful that once Subway franchisee boards start divvying up assignments among the 24 finalists in August, HS&L can come away with added markets that could double its current billings.
The client’s agency consolidation plan was unveiled at a national franchisees’ conference in April.
Working on the Subway business can be more extensive than being on other quick-serve restaurant chains’ ad accounts. Subway delegates assignments to agencies that are usually handled by a client marketing department. Those tasks include oversight of supplier/vendor relationships, monthly budgets and franchisee planning meetings.
Competing agencies have been asked by SRI to demonstrate an ability to handle additional business profitably. HS&L was preceded on the Texas account by The Hively Agency of Houston, which was driven into bankruptcy and eventual closure when it fell behind on media payments for Subway.