Specs Current gig Chief strategy officer, iCrossing Previous gig Brand strategy vp, TripAdvisor Twitter @bologniac
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.
As the lodging industry grapples with Airbnb, TripAdvisor and other locally oriented services, major hotel brands are increasingly taking a back seat to the surrounding neighborhoods. “Our facility is no longer the destination,” said one hotel executive. “Now we are a portal to the community around us.”
TripAdvisor is looking for another creative agency less than a year after it said it hired The Fantastical, a start-up agency founded by former Mullen group creative directors Michael Ancevic and Steve Mietelski.
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.