Quiznos Compiles Wish List

NEW YORK Quiznos has identified 14 agencies it wishes to take part in a review of its estimated $25 million creative and media assignment, according to client representative Stacie Lange, though she added that none of the agencies she listed have yet committed to participating in the review.

Creative and media incumbents, independent Cliff Freeman and Interpublic Group’s Initiative Media, both in New York, were invited to defend, she said, as was IPG’s Zipatoni in St. Louis, which handles in-store creative for Quiznos.

Cliff Freeman said it will defend but it could not immediately be determined if Initiative or Zipatoni would do so.

The other agencies Lange named are, from IPG, Carmichael Lynch in Minneapolis, Deutsch/LA in Marina del Rey, Calif., and The Martin Agency in Richmond, Va.; WPP Group’s Ogilvy & Mather and Berlin Cameron/Red Cell, both New York; Omnicom’s Goodby Silverstein & Partners in San Francisco and TBWA\Chiat\Day in Playa del Rey, Calif.; Publicis Groupe’s Fallon in Minneapolis, and Publicis & Hal Riney in San Francisco.

The client is also interested in independents Wong Doody in Seattle, Modernista! in Boston, and Wieden + Kennedy and Mad Dogs & Englishmen, both New York.

Camelot Communications in Dallas is being considered for media, Lange said.

“We have an excellent relationship with all of our incumbents and have seen great response to our current campaign,” said Lange. “But we realize that fresh strategies and creative ideas will be key to taking our brand to the next level. The search for a new world of opportunities for Quiznos is consistent with our growth the past two years. We’re currently at 2,300 stores worldwide in 13 countries.It’s our policy to review our agency relationships on a periodic basis.”

Lange said she is aware that some of the shops on the client’s wish list (Deutsch, Goodby, Fallon and Wieden) are in the review for Quiznos’ competitor Subway’s $220 million account. She would not comment on that review, but added that Quiznos hopes to have a list of five finalists by early July.

Quiznos’ most recent campaign from Cliff Freeman, which has handled the account since 1999, uses the theme line, “Oven toasted tastes better.” The agency broke a spot for the sandwich maker on the Super Bowl in January that showed a chef so obsessed with making sandwiches that he shows up for work without wearing pants.

The Quiznos review is the second blow for Cliff Freeman this month. Last week, four key executives resigned from the shop [Adweek Online, June 4].

This story updates a previously posted item.