NEW YORK--Deutsch has won the estimated $30 million account for Starwood Hotels & Resorts' Sheraton and Westin brands, sources said. The New York shop beat out Saatchi & Saatchi and M & C Saatchi, sources said.
Deutsch will handle U.S. creative and media planning on the accounts, sources said.
Wieden + Kennedy and Young & Rubicam, both New York, had also been contenders but were cut in earlier rounds of the review, which began in October. Starwood chief creative officer Scott Williams was supervising the review for the White Plains, N.Y.-based client, which owns several hotel brands. Neither he nor other Starwood executives could be reached for comment.
DDB New York was the incumbent on the Westin and Sheraton accounts but declined an invitation to defend. The agency won the account in 1999. Its most recent campaign for Sheraton was tagged, "Who's taking care of you?" The tag for Westin was, "Who are you sleeping with?"
Other New York agencies on Starwood's roster include GWhiz! Entertainment, a unit of Grey Global Group (W Hotels), and Avrett Free Ginsberg (St. Regis). J. Walter Thompson in Atlanta handles Four Points by Sheraton.