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Travel booking site Hotels.com has launched a full review of its North American media planning and buying business. It will combine the American and Canadian portions of the account, seeking a strategic advantage in the increasingly crowded reservation aggregation market.
Sources note that Manhattan consultancy Ark Advisors will handle the initial stages of the review process.
“We regularly review our agency partners to make sure they’re aligned with our evolving needs as a brand, and I can confirm we have recently started that process for our North America media business,” said Mike Wolfe, senior director of brand marketing for the Dallas-based company, which has been part of Expedia since 2001.
Crispin Porter + Bogusky is incumbent on the business in the United States.
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