Subway Hands Project to MMB

BOSTON Subway, in the midst of a review for creative chores on its $220 million account, has tapped McCarthy Mambro Bertino to fashion a corporate image TV spot, the client confirmed.

MMB, an independent shop in Boston, is also one of nine contenders taking part in the review, sources said.

MMB shot the spot this week in New Orleans, focusing on two African-American men who claim to have lost a significant amount of weight in part through a diet that includes eating Subway sandwiches, sources said.

Chris Carroll, marketing director at the Milford, Conn., restaurant chain, confirmed MMB was awarded a TV project. He declined to say if the shop is a contender in the review. He also would not discuss any other issues pertaining to the process, including how or if the project would affect the review.

Carroll added, however, that no other agencies had been given a project.

Carroll’s ties to MMB co-founder and CD Fred Bertino, as well as a recommendation from MMB client Jiffy Lube, led to the shop getting the project, he said.

An MMB representative declined comment.

Sources have said nine agencies are pitching the client’s creative account. Along with MMB, participating are incumbent Euro RSCG MVBMS Partners in New York, a Havas agency; Interpublic Group’s Deutsch and Lowe and an unidentified diviison of Grey Global Group, all in New York; Omnicom Group’s Goodby, Silverstein & Partners in San Francisco; Publicis Groupe’s Fallon in Minneapolis; independent Wieden + Kennedy in Portland, Ore., and one undisclosed contender, sources said.

Media chores with Grey Global’s MediaCom are not in play.

Subway’s ads have been tagged “Subway. Eat fresh,” and have used a pitchman named Jared.

—with David Gianatasio