Hilton Hires True for Diversity Push

NEW YORK True, the transcultural agency under TBWA Worldwide, has landed ad duties on a multi-pronged diversity initiative by Hilton Hotels, the client said. Estimated billings are less than $1 million.

The assignment came after a review involving a handful of other, undisclosed shops, according to sources. The Los Angeles office of True, which also has an office in New York, will handle the assignment.

The shop will create print and online ads highlighting the hotelier’s commitment to diversity as well as those seeking to add women and minorities to its owner and franchisee development and supplier diversity programs, Hilton said in a statement. True also will handle media planning and buying. A client representative could not immediately be reached.

The diversity account was previously handled by Interpublic Group’s Foote Cone & Belding in Irvine, Calif. The shop worked on the account for approximately a year on an interim basis as Hilton searched for a new multicultural agency after parting with IPG’s GlobalHue in Southfield, Mich., sources said.
FCB continues as lead agency on the Hilton account.
Agency officials declined comment.

Hilton is the second client for True, which opened in 2002 to create ads targeting minorities and the youth market for Nissan North America. Omnicom Group’s TBWA holds a one-third stake in the agency.