Traditionally, a finalist in a creative review has had to beat just a couple of other shops to get the business. Recently, though, the odds of winning have gotten much longer.
TripAdvisor is planning its first offline campaign this fall and has hired new agencies to lead the charge. After a review, the travel website has hired The Fantastical to handle creative responsibilities and Hill Holliday to plan and buy media. TripAdvisor declined to discuss its media budget for the fall effort, but sources estimated it at $30 million.