Hyatt Corp. apparently is close to a decision in the review for its $20 million account, and apparently will name Leo Burnett as its new agency possibly as early as this week, sources close to the review say.
The decision comes a little more than a week after a creative shootout between Burnett and BBDO/N.Y.
Sources said last week that Burnett will be given the business based on its below-the-line capabilities, specifically direct marketing and promotions. Burnett’s location in Chicago also played a role in the decision, according to a source. Neither Burnett nor BBDO officials would not comment on the review.
However, Burnett won’t get the chance to handle all of Hyatt’s direct marketing duties. Cindy Frisina, manager of advertising for Hyatt, said last week the company is seeking a West Coast shop to handle direct marketing projects on the West Coast. She said as of Friday no decision had been made on the main review.
The win would be a boon for Burnett, which will have corralled its second piece of business from an East Coast shop within the last year. The agency won the $20 million Fruit of the Loom business from Grey Advertising/N.Y. last fall.
Burnett was considered the front-runner from the start of the review last fall when Hyatt dumped long-time agency Hill, Holliday, Connors, Cosmopulos/Boston, which crafted line, ‘You’ve got the Hyatt touch.’ HHCC had handled the Hyatt account since 1987. Newly named director of advertising Marv Pollack had worked at Burnett in the past and is said to have pitched in favor of Burnett.
‘A lot of it was a matter of location,’ said one source involved in the review. ‘There was feeling that they wanted the business closer to home.’
Both agencies pitched last week and each apparently showed three campaigns. BBDO is said to have wowed Hyatt officials, which included Hyatt president Darryl Hartley-Leonard, with the creative but couldn’t match Burnett in the area of account service.
Copyright Adweek L.P. (1993)
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