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Publicis Groupe agencies Leo Burnett, Razorfish and Zenith Media have won the Travelocity ad account following a review that began in July.
The company spends about $70 million annually in measured media, excluding digital outlays, per Nielsen. Independent McKinney in Durham, N.C., the creative incumbent, did not defend. Media chores were shared by Omnicom’s OMD and OMG Direct.
Burnett has been named lead agency for offline branding strategy, Razorfish for digital work and Zenith for offline media.
Andy Donkin, the client’s head of global marketing, said, “We were talking to each independently and felt they all were best in class — regardless of affiliation through the Publicis family — but [owing to] their ability to tightly collaborate made them even more compelling.
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