Subway shifts US creative reins to Publicis' Leo New York

The sandwich giant Subway has concluded its comprehensive review of its U.S. creative agencies, resulting in Publicis' Leo New York securing the coveted lead creative account according to media reports.

Sources familiar with the matter indicate that Dentsu, the incumbent agency, participated in a competitive bidding process to retain the business but ultimately, Subway opted for a fresh creative direction under the Publicis umbrella.

A Subway spokesperson confirmed the selection, stating that Leo New York will spearhead a "new guest-centric creative strategy" aimed at reinforcing Subway's position in the sandwich market. The company also acknowledged Dentsu's eight-year partnership, clarifying that Dentsu will continue to collaborate on various marketing initiatives.

The review's media component, also handled by Dentsu currently, is expected to conclude by the end of the second quarter, with Dentsu reportedly defending the account.

Neither Publicis nor Dentsu offered official comments on the matter. R3, the consultancy managing the review, also declined to provide details.

Subway's move marks a significant shift from its 2017 consolidation of North American media and creative duties under Dentsu, which saw the formation of a specialized unit encompassing agencies like Carat, Mcgarrybowen, and DentsuBos.

Industry estimates suggest Subway's U.S. media spending reached approximately $325 million in the past year. This development follows a separate report of Dentsu losing the Spectrum search account to Horizon Media, further impacting the agency.

Publicis Groupe's recent establishment of Leo, a unified creative network merging Leo Burnett and Publicis Worldwide, has positioned the agency to take on this large account.