NEW YORK The Ritz-Carlton has chosen 10 agencies that will present credentials next week at parent company Marriott International's Chevy Chase, Md., headquarters, sources said.
Agencies vying for the $10 million account will each get an hour to present credentials, chemistry and strategic thoughts to client executives, sources said. The client will then choose up to five finalists for a creative assignment, according to the request for proposal.
The Ritz is looking for an agency with experience in the luxury marketplace, according to the RFP. Hotel and travel experience is not significant, but prospective shops must understand the company's brand architecture and extensions. The winning agency will represent the hotelier on both the regional and corporate levels. The shop also must coordinate ad efforts internationally and recognize the unique needs of each hotel.
The incumbent, Sawyer Riley Compton in Atlanta, was not invited to defend.