It’s Either-Or For Ritz-Carlton

Hotel Will Pick Leslie Or Sawyer This Week
ATLANTA–Officials with The Ritz-Carlton Hotel Co. will decide this week on a new agency for their $5 million advertising account.
The account review for the Atlanta-based client has been narrowed to two shops: Leslie Advertising in Greenville, S.C., and Sawyer Riley Compton here, according to sources close to the pitch.
The three other agencies that made final presentations included Broadus & Associates and Fitzgerald & Co., both located in Atlanta, and The Zimmerman Agency of Tallahassee, Fla.
All five shops made presentations to the client last month, and according to the Ritz-Carlton’s timetable, a decision was expected prior to Labor Day. The client, however, opted to cut the list to Leslie and Sawyer for further consideration, though those shops were not asked to make additional presentations.
Ritz-Carlton corporate director of marketing Dan Collins was at a company conference last week and could not be reached for comment on the review process.
The incumbent agency on the luxury hotel business, Tausche Henderson Drake in Atlanta, decided not to defend its hold on the Ritz advertising account, a 12-year relationship. Agency founder John Drake said recently that his shop would continue to work on the business into the fall at the client’s request.
According to the original request for proposal, the winning agency’s overall task will be to preserve the hotel’s high-end mystique while attracting consumers who would not ordinarily consider staying at a Ritz-Carlton property.