The agency was appointed to handle the account without a formal pitch, but discussions have taken place between the pair for a number of years during the chain鈥檚 major expansion programme and need to hire a media agency.
MediaCom in the US has handled the all media planning and buying activity in the country since 2000.
The business plan for Subway, which is expected to include marketing across the media spectrum through MediaCom, has been designed to ensure there are over 2,000 retail units in the UK and Ireland by 2010.
Deirdre Anderson, chair of the franchisee advertising board for the UK and Ireland, said 鈥淢ediaCom demonstrated broad capabilities and a keen insight into our business.
鈥淲e are looking forward to the synergistic benefits that come from working with a worldwide agency that already has great experience in media planning and buying for the Subway chain in the US.鈥
Subway has grown phenomenally in the past few years, passing the 500 store mark this year.
In 2003 the company had just 100 stores in the UK and Ireland.
Euan Jarvie, managing director for MediaCom Scotland, said: 鈥淭he future for Subway in the UK and Ireland is very exciting and we are very much looking forward to delivering innovative strategic solutions that will set the business apart from competitors, while contributing to the profitability and growth of the Subway brand.鈥
By Kevin May
MediaCom Scotland picked for £7m Subway media brief
MediaCom Scotland has secured the 拢7m media planning and buying brief for US sandwich chain Subway, with bold plans to overtake fast food outfit McDonald鈥檚 within five years.
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