Radisson Hotels and Resorts has enlisted Peterson Milla Hooks to help re-introduce the brand nationally.
The Minneapolis boutique, best known for its work on behalf of Target Stores, landed the account after an informal review of agencies, according to Brian Hooks, director of client services at the agency. The Minneapolis chain had for much of the 1990s worked with Holland Mark Advertising in Boston.
Separately, Holland Mark last week cut 20 staffers. But CEO Bill Davis said the layoff was a response to the recent defection of Citizens Bank to crosstown shop Arnold Worlwide.
"Radisson was a non-factor" in terms of the layoff, Davis said. Holland Mark's relationship with Radisson had dwindled to projects of late, though the shop maintains its lines of communications with Radisson and looks to pick up various assignments in the future.
Holland Mark now employs about 170 staffers in its advertising and Internet marketing units, Davis said.
Radisson is in the process of "evolving" its brand, which began with a redesign of its logo last year, Hooks said. "Our job is to help them bring [the brand evolution] to life through national creative," he said.