Subway has appointed McCann Worldgroup as its regional agency after a competitive multi-agency pitch. The agency will help Subway achieve its overall brand transformation goals, with a focus on delivering integrated communications that will drive relevance and emotional connection.
In a statement to Marketing, McCann Worldgroup’s spokesperson said it will deliver creative and digital solutions for Subway, with the business led from the network’s Singapore office. Asia Pacific (APAC) represents a significant growth opportunity for Subway, as the brand aims to redefine choice and empower consumers to live a vibrant lifestyle across the region.
Jessica Davey, chief marketing officer of McCann Worldgroup APAC added, the win which represents a regional brand strategy lead agency for APAC – means the agency will also be creating business strategies and campaign platforms to be activated across all markets across APAC.
“McCann Worldgroup impressed us with the strength of their creative approach and their in-depth understanding of Millennials across APAC. I look forward to working closely with the McCann Worldgroup team,” Mandy Mak, regional marketing director of Subway APAC, said.
“McCann Worldgroup has Millennials’ programmes embedded in several of our Asia offices and is well-known for our ‘Truth About Youth’ study that rolled-out across nine APAC markets last year. This is a great chance to fulfil our mission of forging a meaningful role for the brand across a unique millennial audience”, said Nick Handel, CEO of McCann Worldgroup Singapore.