Marriott Enlists N.Y. Startup

NEW YORK Marriott International has expanded its agency roster by hiring mcgarrybowen, the startup that handles lead creative duties on Verizon Communications, a client representative said.

The shop here will work on various Marriott lodging brands, including Marriott, Courtyard, Renaissance, Fairfield Inn, Residence Inn and SpringHill Suites. But the agency previously assigned to those brands, Interpublic Group’s McCann-Erickson in New York, remains on the roster, the rep said. It was not clear how the expanded lineup will work, and the rep did not return calls seeking clarification.

Billings were not disclosed but Marriott last year spent nearly $100 million in measured media, according to TNS Media Intelligence/CMR. (Ad duties on the client’s Ritz-Carlton are handled by Sawyer Riley Compton in Atlanta.)

The assignment to mcgarrybowen was made without a review, sources said.

The hire follows a series of meetings between Marriott and mcgarrybowen during the past two months, said sources. Media duties remain at IPG’s Universal McCann.