Hilton Eyes 3 Agencies for Its Hampton Creative Account

Winner will succeed Young & Rubicam

Bob Wolf Partners/TPG is managing the search.

Hilton is in the late stages of a creative review of its Hampton properties, with three agencies preparing for final presentations.

The finalists are Cramer-Krasselt in Chicago, david&goliath in El Segundo, Calif. and GSD&M in Austin, Texas, according to Dan Pearlman, CEO of Bob Wolf Partners/TPG, a Santa Monica, Calif.-based consultancy that's managing the search.

The assignment involves creating ads for Hampton Inn, Hampton Inn & Suites and Hampton by Hilton that will run in key markets for the chain, including the U.S., Canada, Europe, Latin America and the Asia-Pacific region. Global media spending is estimated at more than $30 million.

The winner will succeed Young & Rubicam in Chicago, the brand's lead agency since 2011. Y&R defended but failed to reach the final round. Before Y&R, the lead shop was Draftfcb.

Hilton executives initially considered more than a dozen agencies and later narrowed the field to six and then three, according to Pearlman.

Not in play are media, digital and public relations responsibilities, which remain at OMD in Los Angeles, iCrossing in New York and Dallas and Emanate in New York, respectively.

Hilton plans to select an agency by the end of next month.

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