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|Chad C.||Managing Partner||MA|
|Jonathan B.||Chief Strategy Officer||MA|
|Matt F.||Account Director||MA|
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H1 Media Opps: Subway switches lead creative duties back to MMB
Subject: digital, national TV, social media, PR, sponsorship
Opportunity: Shortly after creating Subway's newest campaign and brand positioning, last summer, remains under contract with Subway, but is no longer the lead on the account.
The shift comes almost a year after Joe Tripodi was named global CMO to repair the damaged brand's image (more here).
So, while Carroll joined the company as Subway began the creative review that BBDO eventually won, Tripodi was not involved. Agency readers - while Subway gave most of its creative work to MB, it tends to work with multiple agencies on a project basis, so there is still potential for work here. As a MediaCom has handled media for the chain since 2012, meaning it could be facing a review as well.
Sellers - MMB was already handling Subway creative, so this switch up doesn't necessarily indicate that a campaign is launching soon. However, Subway, facing myriad sub chains, is a large media spender and campaigns are seemingly always running.
We've received word that MediaCom released 2017 digital media RFPs recently, but we've been unable to confirm what types of partners were RFP'd. Still, it's a sign that digital sellers should be top-of-mind with in-house and agency decision makers now. Programmatic dollars appear to flow through almost completely through DataXu, per Pathmatics data.
New Brand Positioning: In August, Subway debuted its new tagline: "here.
New Digital Campaign: In June, Subway created Subway Digital and launched a new digital push (more here about the digital video campaign Subway launched last winter.
Media Spend: Kantar Media reports that Subway's 2015 spend was $300.4 million and Q1 2016 spend is $66.3 million (an increase of 180% from $23.6 million spent in Q1 2015).
For full 2015, Subway's national TV spend was $301.4 million.
Digital Breakdown: Per Pathmatics, Subway has spent $2.4 million on desktop ads through Q3 2016 (506.3 million impressions). Most of these ads were placed site direct (57%), majority of the remainder were placed through DSP DataXu (21%). Top desktop destinations include mlb.com, sportingnews.com, fandango.com, cbssports.com and healthline.com.
The bulk of Subway's digital spend for 2016, however, has been allocated to online videos - $4.6 million (171.8 million impressions). Most videos were placed site direct (93%) and 2% were placed through Tremor Video. Top video destinations include: hulu.com, cbssports.com, youtube.com, foxnews.com and aol.com.
An additional $225,000 has been spent on mobile/tablet ads this year.
Subway (Doctor's Associates)
325 Bic Dr.
Milford, CT 06461
Global Chief Marketing Officer
Chief Advertising Officer
Vice President, Brand Strategy & Marketing Development
Digital Media Supervisor - MediaCom, NYC
Direct Dial: (212) 912-5163
Supervisor, Digital Investment - MediaCom, NYC