Subway's 2011 investment in Internet ads was $12.7 million, per Kantar.
MediaCom has won Subway's domestic digital advertising business in an assignment that includes search, mobile, and display ads.
The win represents a consolidation of the sandwich chain's overall U.S. business, as MediaCom already handled its offline spending and the two have worked since 2000. MediaCom resides within WPP's GroupM media agency group.
Subway's decision is a hard blow for Publicis Modem, which previously held the digital business. The loss comes after Modem's parent, Publicis, dissolved the subsidiary's national leadership structure in the U.S.
Kantar Media estimates Subway's 2011 digital media spend at approximately $12.7 million in 2011, a figure that includes search and display - but not mobile. Last year, Subway signaled its intent to aggressively increase its investment in the mobile channel.
Subway's overall ad spend is about $358 million, Kantar says.
"We have decided to consolidate our digital media planning and buying at MediaCom for both integration and efficiency reasons," said Subway CMO Tony Pace in a press release. "We have confidence in MediaCom's management and believe they will help build upon our success in the digital space."
Harvey Goldhersz, CEO of MediaCom North America, said in a statement, "We're thrilled to be partnering with Subway to deliver the full range of media solutions."
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT