DALLAS InterContinental Hotels & Resorts has hired Fitzgerald + Co. to handle advertising for its North American region after a review.
The Atlanta-based shop said it would help build the client's overall brand awareness in the United States, Canada and Puerto Rico and support efforts of individual hotels.
"Fitzgerald emerged as the agency uniquely able to translate and communicate our strategy and create a positive impact on our business," said Janis Cannon, vice president, brand management at InterContinental.
GKV of Baltimore was the incumbent. The value of the account and the names of the other finalists were not disclosed. InterContinental spent more than $10 million in measured media last year, per Nielsen Monitor-Plus.
InterContinental hotels include the historic Willard in Washington, D.C., the Barclay of New York and the Mark Hopkins in San Francisco. This fall, the client will open its newest hotel, InterContinental Boston, with Fitzgerald providing launch support.
The client addition is significant because InterContinental is recognized as a category leader "that consistently updates their portfolio with prestigious hotels at some of the best addresses in the world," said Dave Fitzgerald, president and CEO of the Interpublic Group shop.
The hotel chain is the agency's second notable win in a month. Fitzgerald added Havertys Furniture in July [Adweek Online, July 28]. Its first work for Havertys breaks in September. The client spends about $40 million annually on ads.
Fitzgerald is best known for helped to build brands such as Black & Decker, Coca-Cola and Quikrete.