NEW YORK Global Hyatt Corp. has narrowed its focus to three agencies in its review of global creative duties on its master brand, a hotel representative confirmed today.
Sources identified the agencies as Omnicom Group units BBDO in New York and Cutwater in San Francisco and Publicis Groupe-backed Bartle Bogle Hegarty in New York.
The shops are presenting today to a select group of top management executives at the hotel’s headquarters in Chicago. Based on those meetings, Hyatt will select a winner — possibly as early as this week.
The three agencies emerged from a field of five contenders that pitched ideas to Hyatt marketing execs last week, also at the hotel’s headquarters.
Not advancing to the final round were Publicis Groupe’s Publicis & Hal Riney in San Francisco and Interpublic Group’s The Martin Agency in Richmond, Va., according to sources.
Among the key decision makers in the review are global chief marketing officer Tom O’Toole and senior vice president of brand communication Amy Curtis-McIntyre, who joined the hotelier in May. Earlier in her career, Curtis-McIntyre was vp, marketing at JetBlue. Before Hyatt, she was a consultant and guest lecturer at universities and corporations.
The winning agency will succeed Havas’ Euro RSCG in New York, which split with the client in the spring, after only nine months. When Euro RSCG landed its global assignment, spending was estimated at $40 million.
Select Resources International in Santa Monica, Calif., is managing the search.