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MediaCom wins Subway’s $30 million business in Asia
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.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
