Subway parts ways with AKQA Media; expands remit with Publicis Groupe to include media

Subway Australia and New Zealand has announced it will be ceasing operations with its decade-long media partner, AKQA Media in favour of an integrated Power of One model with Publicis Groupe.

Subway, now operating over 1,400 restaurants across Australia and New Zealand is excited about the venture and continuing to grow iconic campaigns such as World Sandwich Day, Subway’s first App, Subcard Loyalty Program and most recently, SubBoat.

AKQA Media (formerly Ikon Media) and foundation client, Subway, commenced their partnership in 2011. AKQA Media since signing Subway has supported during a significant period of growth. Subway is now the largest operating QSR in Australia and New Zealand.

Subway head of marketing Rodica Titeica says it’s an exciting time to be amalgamating Subway’s media portfolio to continue delivering success for its franchisees across Australia and New Zealand: “AKQA Media have supported Subway over the last ten-years to help make the Subway Footlong famous again, our cookies front and centre and helped us promote new product innovations to all our Subway lovers.

“This decision was not taken lightly. We have shared amazing successes with AKQA Media, but it is time to pursue a different direction with Publicis Groupe and create an industry first in Brisbane.”

Publicis Worldwide managing director Simone Waugh says it has grown its relationship with Subway over the last few-years and that the agency is thrilled to be embarking on this next journey with them by integrating Zenith Media: “The partnership we are announcing with Subway is an industry first Power of One partnership in the Brisbane agency landscape. This model is proven by the Publicis Groupe to drive more integrated creative, data, technology, and media thinking to achieve cut-through and conversion through the consumer journey with more customers more often with more spend.”

Says Nickie Scriven, CEO, Zenith Media: “We are thrilled to be adding media to the successful partnership between Subway and Publicis, adding market leading media strategy, planning and buying to create a fully integrated offering to drive success and business growth.”

The new partnership contract with Publicis Groupe is effective from 1 April 2022.