Lowe Wins Regent Global | Adweek Lowe Wins Regent Global | Adweek
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Lowe Wins Regent Global

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NEW YORK Lowe has won global creative duties on Regent Hotels & Resorts and Regent Seven Seas Cruises after a review, the client confirmed.

To win the business, Interpublic Group's Lowe bested one other finalist that could not be identified. Estimated billings are $20 million, per sources.

Lowe's New York and London offices collaborated on the pitch and the account will be run out of New York. Reflecting on the win, Lowe New York chairman and chief creative officer Mark Wnek said, "It's not every day that you get the opportunity to partner with a global jewel like Regent."

Regent, based in Fort Lauderdale, Fla., is the resorts division of Carlson Hotels Worldwide and operates hotels in North America, Europe and Asia.

Regent also plans to open a hotel in the United Arab Emirates in 2010.

Lowe "came up with a fantastic campaign that really zeros in on the Regent experience," said a client representative.

Previously, Regent Hotels employed several agencies on a project basis, according to the rep.

Seven Seas' last known lead agency was MDC Partners' Margeotes Fertitta Powell, but the New York shop split with the client in March 2006. At the time, the client said it would continue to employ a handful of Florida-based roster agencies.

Other Carlson brands include Radisson and Country Inns & Suites.