Hyatt Hotels Corp has consolidated the global creative for all of its brands with MullenLowe, and named the agency its global AOR following a creative review handled by SRI Consulting.
MullenLowe beat out three undisclosed finalists to secure the appointment. Media buying and planning and social media duties remain with PHD and We Are Social, respectively.
Hyatt’s brands include Hyatt, Hyatt Place, Hyatt Residences, Hyatt Centric, Hyatt House, Park Hyatt, Grand Hyatt, Hyatt Regency, Hyatt Ziva, Hyatt Zilara, Andaz and The Unbound Collection by Hyatt. Hyatt Hotels Corp. had previously worked with various agencies on a per-project basis, but MullenLowe will now handle creative responsibilities for all these brands.
“Hyatt and MullenLowe present a truly powerful pairing of two growing, global brands,” said Lee Newman, CEO at MullenLowe U.S. “This is an incredibly exciting opportunity for the agency — it’s a portfolio of high-quality brands tailored to diverse traveler needs across an extensive global footprint. Hyatt is looking for purposeful, insights-driven, emotionally charged, consumer-focused work, the kind of creative work that allows us to employ the full-range of agency talent and capabilities to generate the type of attention for Hyatt’s brands that truly moves the needle. Hyatt rounds out the travel portfolio at MullenLowe, joining JetBlue and Royal Caribbean. All of these brands embrace marketing innovation and inspire us to think big and act disruptively.”