MUMBAI: Following a comprehensive four month review, Subway has selected MediaCom to handle its $30 million media planning and buying business across Asia.

MediaCom has won the media-planning and buying business of American fast-food giants, Subway in Asia.

This represents a major win for the agency in the region, impacting 10 of their markets, representing $30 million of media investment. Currently, the brand is handled by MediaCom within the US, UK and Ireland.

The agency won the account in a four-month pitch against IPG MediaBrands and a selection of smaller houses. Agencies were evaluated on their strategic thinking, experience, resources, tools and systems on both a market-by-market and regional level.

Subway marketing director for Asia Missy Devlin said, ''With the dramatic changes in Asia’s media landscape, we need a communications partner who can provide us with continuous guidance to ensure we make effective value compositions that demonstrably compel the young Asian market. MediaCom demonstrated a clear point of view on the role of communications for Subway, not only now but moving forward into the future. Throughout the entire process they were the most consistently performing agency across all markets.''

MediaCom APAC chief business development officer Darragh Hardy added, “We are delighted to have won the business and are excited to welcome Subway into our fold here in Asia. With young Asians paying more attention to eating healthy - we hope that we will be able to take Subway’s business to new heights by helping them make meaningful connections with the next generation of consumers.”

MediaCom’s appointment is effective 1 July.