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Pitch won by: Richard Group


Pitch

PITCH

Creativity

TargetSUMMARY | About this pitch

The Richards Group has another new restaurant account, picking up Firehouse Subs as the sandwich chain decided to abandon its new creative direction after less than a year with Marc USA.
Firehouse hired Marc USA in December and that agency's work for the restaurant launched in February.

The Richards Group was selected following a competitive review, which was supported by The New England Consulting Group. When Firehouse selected Marc USA last year, that review was led by Select Resources International.
For The Richards Group, the win comes soon after it won the Boston Market account and follows the loss of longtime client Chick-fil-A this summer.
Rhonda Contreras, principal at The Richards Group, said the agency is handling everything from strategy and creative development to digital and media planning for Firehouse Subs. The agency began working on the business last month and its first work for the brand is expected to launch in January.

One of the main goals on the account is to tell Firehouse's brand story, specifically about the chain's heritage of being founded by two firemen, said Ms. Contreras. Upwards of 50 staffers are currently working on the Firehouse Subs business, she said.
She added that the agency will support franchisees and learn their local market challenges to help them become more successful. The Richards Group is in the process of media planning, so while the agency is unsure whether or not the work will be national, Ms. Contreras said it will definitely have a "really local feel."

Client CLIENT | Firehouse Subs's Customer Analysis


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