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McCann wins Subway creative account for Asia-Pacific

Sandwich giant Subway has appointed McCann Worldgroup as its regional agency of record following a multi-agency pitch.

The brand previously worked with Saatchi & Saatchi on just the Singapore market. However, this account was put up for review last October, around the time when Mandy Mak-Cheong was appointed as the company’s marketing director for Asia. 

Over the last year, Subway has unravelled new structure for the APAC region and turned Singapore into a regional hub.

Mumbrella Asia understands that eight agencies initially pitched for the account in the first round, with Dentsu and MullenLowe being shortlisted alongside McCann for the final presentations.

McCann will now be tasked with helping Subway deliver an integrated communications that will “drive relevance and emotional connection”.

McCann Worldgroup Singapore chief executive officer Nick Handel said: “We are very proud of this win and the opportunity to work with such a fantastic brand. This is a great chance to fulfil our mission of forging a meaningful role for the brand across a unique millennial audience.”

Mandy Mak-Cheong

Mak-Cheong added: “McCann Worldgroup impressed us with the strength of their creative approach and their in-depth understanding of millennials across Asia Pacific. I look forward to working closely with the McCann Worldgroup team.”

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