HMH Chosen by Subway Portland Franchisees

LOS ANGELES Subway Portland has selected HMH as its local advertising agency following a three-month review, the shop said.

The agency in Portland, Ore., edged out two other independent finalists: Bradshaw Advertising, also in Portland, and The Summit Group, a Salt Lake City agency that works with Subway franchisees in other regions. The account was last handled by independent shop Media Impressions in Phoenix, which said it resigned the business and ceased working with Subway in February.

Billings for the regional account are more than $2 million. Publicis Group’s Fallon in Minneapolis handles Subway’s national account. The client spent $220 million overall on domestic ads last year, per TNS Media Intelligence/CMR.

HMH will handle media planning and placement, account service, public relations and promotional programs for the 165 Subway franchises in Northwest Oregon and Southwest Washington.

“The Subway Portland franchisee board is committed to partnering with a Portland-based agency that understands the unique characteristics of the area served by our restaurants,” said Tim Westby, Subway Portland board chair, in a statement. “We want an agency that can help us reach our local customers and HMH will certainly help us do that.”

HMH account director Megan Hadley, who had been an account supervisor at JohnsonSheen Advertising when the shop had the Subway account before it went to Media Impressions, had a role in helping the shop land the business, said HMH president Ed Herinckx.

The win returns HMH to the retail category— in the past, the agency worked with retail accounts like Nissan and Volvo dealer associations. The 35-person shop currently counts clients like Freightliner, insurance carrier The Standard, Louisiana-Pacific Corp., Milgard Windows, Owens Corning’s Cultured Stone division and The City of Newport.

“Subway right now is incredibly well positioned to ride this fresh, eat-healthy-food movement that’s really the talk of the nation now, ” said Herinckx. “They’ve always been recognized as a fresh, fast-food alternative.”