Global Hyatt Corp. has selected BBDO in New York to handle worldwide corporate image duties on the Hyatt brand. Sibling Omnicom shop PHD pitched with BBDO and has added media planning and buying chores.
It’s the second global win for PHD’s executive vp, managing partner Jen Neal, who landed New Balance media chores earlier in the year. After a three-month competitive review, “This was one of thase wins that’s even more rewarding because of all the hard work we put into it,” said Neal.
Neal declined to discuss media spend, but said the client will probably launch a global effort in fourth quarter hitting not only U.S. shores but also China, Latin America, Europe/Middle East/Africa and the U.K. “To the traveler, the whole journey is a lot more than just when you get there,” said Neal. “So we think we can help explain that whole unique hospitality
experience through integrated media solutions.”
Regarding BBDO’s creative-side win, Tom O’Toole, Hyatt’s chief marketing officer, said in a statement: “We were looking for a highly strategic and creative agency partner that can provide a fully integrated global solution across traditional and digital channels to create brand differentiation for Hyatt. In BBDO, we found chemistry, depth of talent and creative thinking that can touch every part of our business.”
“You need only to visit a variety of Hyatt properties around the world to be boggled by how well this company understands hospitality,” said John Osborn, president and CEO of BBDO in New York. “Our job is to help communicate to guests this unique service experience — something that goes beyond just creating a brand campaign.”
The hires came after a review that was winnowed to Omnicom Group’s BBDO and sister shop Cutwater in San Francisco. Major media spending on the assignment is expected to be approximately $40 million.
The incumbent was Havas’ Euro RSCG in New York, which split with the client in the spring after nine months on the business.
A third contender, Publicis Groupe-backed Bartle Bogle Hegarty here, was eliminated two weeks ago, a day after BBDO, Cutwater and BBH made presentations to a select group of top Hyatt executives at the hotel chain’s headquarters.
Two other contenders, Publicis & Hal Riney in San Francisco and Interpublic Group’s The Martin Agency in Richmond, Va., were cut in an earlier round.
Select Resources International in Santa Monica, Calif., managed the review.
–with Steve McClellan