LONDON — MSL has landed Subway’s UK & Ireland and EMEA corporate reputation brief, including public affairs and crisis management.

Following the UK consumer pitch process run by intermediary AAR over the summer and won by Taylor Herring, Subway extended the UK corporate brief to include EMEA, and AAR introduced MSL as Taylor Herring's preferred partner.

The franchise also named Current Global as its worldwide agency of record in October. 

As part of the brief, MSL will provide on-going counsel for the brand building CSR programmes, with a particular focus on a NGOs and a Gen-Z audience, while also helping Subway navigate the pandemic by communicating the changes they are making in store.

MSL’s UK managing director Jo Grierson, who joined the agency in January from Talker Taylor Trouble Maker and previously Freuds, said: “It’s a perfect brief for MSL, building their reputation with key and extended stakeholders, driving an inclusive sustainability programme from the core of their business and working with the wider team to support their fab new January campaign.”