MSL will now oversee all corporate communications, public affairs and crisis for Subway across the region. The account was previously held by Good Relations.
Taylor Herring was recently appointed as Subway’s consumer PR agency.
The corporate reputation brief includes providing ongoing counsel for the brand-building of CSR programmes with a focus on a NGOs and a Gen-Z audience.
MSL has also been tasked with helping Subway communicate changes it is making to its in-store experience as a result of the coronavirus pandemic and lockdown restrictions.
MSL UK managing director Jo Grierson said: “It’s a perfect brief for MSL: building Subway’s reputation with key and extended stakeholders, driving an inclusive sustainability programme from the core of its business, and working with the wider team to support its fab new January campaign. Bring it on.”
PRWeek understands Subway selected MSL directly following an unsuccessful pitch process.