ATLANTA TG Madison said it has won the Marriott and Renaissance Caribbean & Mexico Resorts advertising account following a review involving five undisclosed agencies.
The independent Atlanta shop will provide creative and media buying for the Somerset, N.J., company, which owns and operates eight resorts in Mexico and the U.S. Virgin Islands.
The incumbent, Yesawich, Pepperdine, Brown & Russell of Orlando, Fla., did not defend the account.
TG Madison partnered with independent Atlanta shop Integrative Logic to win the pitch. Integrative Logic will provide database analysis that will help determine the creative work, said Joanne Truffelman, chairman of the shop.
"The agency's fundamental goal will be to enhance the strategic approach to our marketing efforts by incorporating a sophisticated customer contact strategy into our existing plan to drive property awareness, demand and preference across resort locales," said Michelle Bozoki, director of marketing communications for the company.
The media strategy for the campaign has not been determined, Truffelman said, but the work will target event planners, travel agents and vacationers.
Billings were not disclosed.