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Choice Hotels International has put the advertising account for its Comfort, Quality, Clarion, Sleep Inn and other franchises into review.
Annual media expenditures for the Silver Spring, Md.-based hotelier are estimated at $35-40 million.
The Baltimore incumbent, Gray, Kirk/VanSant, has not decided if it will mount a defense.
The decision to put the account into review was triggered, according to consultant Laura Bajkowsky, by the arrival of Wayne Wielgus, senior vice president of marketing.
“It was Wayne’s decision, along with other marketing staff,” said Bajkowsky, president of Bajkowsky & Partners in New York.
Ad spending for the mid-priced hotels had reached $27.6
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