By Steve Krajewski
DALLAS–After a more than two-year relationship with Gleason/Calise/Associates here, Rosewood Hotels & Resorts has shifted its advertising account to Krause Associates in Dallas.
The account move followed a review of four undisclosed Dallas-area shops and one Los Angeles agency.
Arthur Berg, director of marketing for resorts at Dallas-based Rosewood Hotels & Resorts, declined to name the agencies that competed for the business. Billings are not yet finalized, but Berg said spending could exceed $1 million.
Berg said he and Gleason/Calise/Associates executives agreed to a mutual parting before the review was launched three months ago. ‘We both made the decision that we needed to move on and it was very amicable,’ Berg explained. ‘The transition (to Krause) has been one of the smoothest I’ve seen in my career.’
Berg joined Rosewood Hotels & Resorts 21/2 years ago, just as Gleason/Calise/Associates was finalizing contractual details to become the company’s first corporate advertising agency.
Rosewood owns or manages several premier hotels and resorts in the U.S. and abroad. Its properties include The Mansion on Turtle Creek and the Hotel Crescent Court in Dallas and the Lanesborough in London.
Agency president Jim Krause said his shop’s hospitality experience, which includes work for Hyatt Hotels, served it well in presentations. He said the shop’s pitch focused largely on discussions of strategy, with creative concepts presented in rough form.
Asked what set Krause apart from the other contenders, Berg said, ‘We particularly liked their approach to creative, the chemistry we had with their people and the fact that they are a small to midsize shop.’
Krause’s assignments will be exclusively print, with ads slated to run in consumer magazines like Golf Digest and Travel & Leisure as well as trade periodicals aimed at travel planners. Berg said Krause’s first work would appear in the fall.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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