Subway moves to Publicis, ending 10 years with AKQA Media/Ikon

Calum Jaspan

December 1, 2021 4:14

Subway has ended its decade long partnership with AKQA Media (formerly Ikon), handing its media duties to Publicis Groupe’s Zenith Media. Subway confirmed to Mumbrella that the move came without a pitch, with the account thought to be worth $25 million.

This creates a “power of one” model for Subway with the French holding company, as Publicis Worldwide also holds the creative account. The partnership is effective from 1 April 2022.

Subway was a foundation partner for Ikon’s Brisbane office, winning the account from Starcom in 2011. Ikon was merged with AQKA Media at the start of 2021, with AKQA Media is set to merge with Essence on 1 January 2022, there after rebranding as Essence, part of GroupM.

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Calum Jaspan

Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.