Interpublic Group’s The Martin Agency has been selected to handle creative duties on Expedia.com’s advertising account, the client has confirmed.
Sources identified the other finalists as Havas’ Arnold in Boston and IPG’s McCann Erickson in New York. Final presentations took place last week at the client’s office in Los Angeles, according to sources.
Major media spending on the brand approached $60 million last year, down from more than $80 million in 2007, according to Nielsen. Those figures do not include online spending.
“We chose from a field of exceptionally talented and capable agencies. The Martin Agency is the best fit for Expedia.com based on the breadth and depth of their creative capabilities, strong cultural fit and focus on delivering business results,” said Paul Leonard, vp, brand marketing at Expedia, in a statement.
“More people book travel with Expedia.com than with any other online site,” added John Adams, chairman and CEO of Martin in Richmond, Va. “There are many compelling reasons why they’re the category leader. We can’t wait to work with their energetic team to reinforce their competitive advantages in the marketplace, serve their loyal customers and attract new ones.”
The winner succeeds independent Doner in Southfield, Mich., which had handled the account since 2006 and did not defend.
Media duties were not in play and remain at independent TargetCast in New York. Ark Advisors in New York managed the search.