As of February 15, 2000, the Subway Franchisee Advertising Fund Trust (SFAFT) has awarded its national media agency-of-record account to MediaCom (New York). Western Initiative and TN Media were also finalists in the three-month $60-million review.
“All three finalists demonstrated broad capabilities and keen insight into our business,” says Chris Carroll, director of marketing for SFAFT. “It was a very tough decision, but MediaCom seemed to have a particularly in-depth understanding of what it takes to successfully manage the media requirements of a quick-service restaurant franchise business.” SFAFT’s Board of Trustees oversees all of Subway’s advertising and media. MediaCom will handle national media planning and buying, while coordinating with franchisees to support local media plans.
AAR/Bob Wolf Partners is managing both the Subway AOR media and creative reviews. Selection of a creative agency-of-record is expected in mid-March.