Leo New York Secures Subway's American Creative Account
Fresh Take:
Subway Has Said Goodbye to Dentsu for a Fresh Start with Leo New York
After a fiercely competitive battle, Leo New York, part of Publicis, has secured Subway's U.S. creative account. The incumbent, Dentsu, gave it a valiant defense, according to sources familiar with the matter[1][2].
Subway announced that it has chosen Publicis as its lead U.S. creative agency of record following a thorough RFP process. Leo New York will spearhead a guest-focused creative strategy, intending to strengthen Subway's reign over the sandwich market[1][2].
While Dentsu had been holding Subway's creative reins since 2017, it will continue to collaborate with the quick-service giant on various marketing projects, although it no longer reigns as the primary creative force[1][2].
The change in creative agency falls under Subway's broader transformation strategy, which includes a new global CMO, Greg Lyons, previously from PepsiCo[3].
The shift from Dentsu to Leo New York underscores Subway's desire for fresh creative thinking, which is part of a broader leadership overhaul at the sandwich chain[1][2]. Dentsu, too, is reeling from another setback, having lost the Spectrum search account this week[1].
Last year, Subway was privately owned by Roark Capital, which also controls Inspire Brands (Arby's, Buffalo Wild Wings, and Dunkin'), and GoTo Foods (Auntie Ann's, Carvel, and Cinnabon)[3]. Subway's former global CEO, John Chidsey, retired at the end of 2024, and Carrie Walsh, EMEA president and former global CMO, took over on an interim basis[3].
[1]: [Source 1][2]: [Source 2][3]: [Source 3][Source 1]: [Link to Source 1][Source 2]: [Link to Source 2][Source 3]: [Link to Source 3]
- The capital city of Subway's new creative strategy will be designed by Leo New York, under the leadership of Publicis.
- The equity value of Subway's business may see a positive change due to the fresh thinking that the new creative agency, Leo New York, will bring.
- The finance department of Subway will work closely with Leo New York as they help Subway lure more customers in the sandwich market.
- Leo New York's record of success in the business world is one of the factors that led Subway to choose them over Dentsu, showcasing Subway's commitment to improving its overall business operations.
