Subway has regionally aligned its media buying and planning account with MediaCom. The key markets for this alignment will be across Singapore, Malaysia, Hong Kong, China, India and Korea.
A spokesperson from Subway has confirmed the move to Marketing.
This followed a closed-door pitch with the company’s partners in each country as well as its incumbents.
She added that while the six markets were the primary focus for the brand, MediaCom will ultimately be handling media buying duties across its other markets as well. She added that only in Singapore and India did the company work with a media agency on a retainer basis. In Singapore, the account was handled by IPG and in India it was Alliance.
MediaCom also handles Subway’s accounts in key global markets such as UK, Canada, UK and Ireland, which led to the regional consolidation, the spokesperson added.