Best Western Holds Talks With Agencies

LOS ANGELES Best Western International has held discussions with undisclosed agencies about pitching its $25 million ad account, the client has confirmed.

Those talks were intended to “test the waters” about a review for the business, said Bob Gilbert, vice president of worldwide marketing and sales at the Phoenix-based chain.

The decision to launch an agency review will be made in the next few weeks, Gilbert said. “It’s something that should be considered on a regular basis, when you look at the evolving marketplace [and changes in] the media buying world,” he said.

The client is also mulling whether to keep its creative and media business bundled or to split its account, Gilbert said. Both are now handled by independent Davis Media/Chess Communications in Baltimore. That agency has worked with Best Western since winning the business after a review that also included Gray, Kirk/Van Sant, Baltimore, and Moses Anshell, Phoenix. [Adweek, March 12, 2001].