Q&A: Kayak's Robert Birge

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NEW YORK Travel site Kayak has relied primarily on search engine marketing since its launch in 2005. Now, with $40-60 million budgeted for its next full year of media spending, the Norwalk, Conn.-based company is seeking a lead agency to handle creative and media duties. In a conversation with senior reporter Andrew McMains, Kayak chief marketing officer Robert Birge explained how he picked his finalists, why he loathes requests for proposals and what impressed him about the “smart,” but ultimately fruitless, approach of Element 79.

Adweek: Why does Kayak need a lead agency now?

Birge: We’ve grown successfully through search engine marketing and other tactical marketing efforts, including PR, and we’ve done very well.

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