The InterContinental Hotels Group has awarded global digital, direct marketing and customer relationship management duties on its portfolio of brands to units of The Ogilvy Group after a review.
Among the units that will work on the business are OgilvyOne and OgilvyInteractive. Account revenue is estimated at more than $12 million.
To land the account, the WPP Group agency bested three other finalists that sources identified as Omnicom Group’s Rapp Collins, independent Iris and the primary incumbent, Publicis Groupe’s Digitas. The assignment spans North America, Asia, Europe, the Middle East and Africa.
The review came a year after IHG reviewed its global media duties on its brands. WPP’s Mindshare in New York won that pitch.
IHG properties include InterContinental, Holiday Inn, Crowne Plaza, Staybridge Suites, Candlewood Suites and Hotel Indigo. The company’s customer loyalty program is known as Priority Club.
“IHG’s portfolio spans some of the best known and highly regarded properties,” said Ogilvy Group worldwide CEO Miles Young. “Our task is to help them in their mission of caring for their guests through contemporary and leading-edge communications and technologies.”
Ogilvy’s assignment does not include traditional advertising. IHG employs different creative agencies for its various brands, including Interpublic Group’s McCann Erickson in New York for Holiday Inn and Holiday Inn Express.