Mindshare went up against Wieden + Kennedy to win Booking.com's media business in the U.S and Canada. The GroupM agency has been tapped to handle media strategy, planning and buying.
Measured media spending for Booking.com in the U.S. in 2014 was $91.5 million, according to Kantar Media. In Canada, the brand spent $5.8 million, according to Nielsen and Evaliant.
"The Mindshare team impressed us with their people, research and insights, which we hope will lead to a groundbreaking media strategy that will drive differentiation for the Booking.com brand," said Manuel Douchez, brand director for Booking.com.
Mindshare competed against incumbent W+K, which is the creative lead on The Priceline Group-owned accommodations website.
Booking.com began as a small Netherlands startup in 1996. Priceline acquired the company in 2005. While popular in Europe, Priceline has been trying to build share for Booking.com in the U.S. and two years ago launched the brand's first-ever TV and cable campaign in the states. The site books more than 4.5 million room nights every week across accommodations in 221 countries.