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Preferred Hotels & Resorts Readies for Another Review

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CHICAGO-Preferred Hotels & Resorts here is preparing to begin its second agency review in less than a year next month. The agency it selected after the previous competition has closed its doors.
Natalie Kratz, vice president of marketing at Preferred Hotels, said the company is currently studying its needs in preparation for a review. She said Preferred will handle its advertising in-house until an agency, which will handle media buying and planning in addition to creative work, is selected. A decision is expected by November.
Following a review that began late last year, Preferred Hotels & Resorts selected David Cravit & Associates in Chicago as the agency for its $1.5 million account.
At that time, Cravit was in the midst of a struggle to recover from the loss of its Montgomery Ward business. New clients, including Levitz Furniture, could not make up the lost Ward billings. The agency succumbed to mounting debt and shut down in early June. It is now in receivership.
Preferred Hotels & Resorts handles marketing for more than 100 independently owned hotels and resorts worldwide. It lends its logo to hostelries that pass surprise inspections that, according to company literature, cover more than 1,000 points. Some of its requirements are padded hangers, healthy plants and flowers and stain-free carpeting.
Among those deemed worthy of the logo are the Whitehall Hotel in Chicago, the Pfister Hotel in Milwaukee, and the Lowell Hotel and the Trump International Hotel & Tower in New York. -Trevor Jensen