MR. SUB SWITCHES AD AGENCIES
By Adnews Staff
MR. SUB of Toronto handed its account to Brandworks International Inc. last week. The Toronto agency won the business after a competition with five other agencies. Brandworks media partner, Magi Communications of Toronto, will handle media planning and placement. Brandworks won the business because its "demonstrated not only strong category knowledge, but also good strategic insight and understanding and a proven creative product," marketing director Garth Garner says in a release. Mr. SUB decided to hold an agency review because "there is a new management team and a new vision for the future of Mr. SUB, and we felt that the time had come to select an agency partner with whom we would feel confident in pursuing a new era of development and growth for the company," he says. Brandworks will launch a campaign for Mr. SUB in the spring using mainly TV. Other media are also being considered. The incumbent on the business was Second Dimension International of Toronto, while Gaggi Media Communications of Toronto did media buying. Mr. SUB operates as the franchiser for over 500 Mr. SUB restaurants in Canada. The company plans to open another 500 outlets over the next four years. Mr. SUB restaurants sell submarine sandwiches. It also expanded its menu recently to include California-Style Wraps.