Marriott Launches Global Media Review Following Its Merger With Starwood Hotels

A little over a year after completing its merger with Starwood Hotels and Resorts, Marriott International has launched a review of its global media buying and planning account.

“As a result of our recent merger, we’ve assessed the scale and scope of our global paid media needs and are issuing a RFP,” a company spokesperson said in a statement. “Our goal with this review is to identify a solution that allows seamless coordination across our expanded ecosystems and greater collaboration between headquarters and the global teams in the field.”

Marriott International spent nearly $233 million on measured media domestically in 2016 and $96 million in the first six months of 2017, according to Kantar Media.

MEC has handled global media buying and planning for Marriott since 2011, when it won a review for the account. The media agency had previously handled project assignments for Marriott International in Europe, Africa and the Middle East. It is unclear if the incumbent was invited to participate in the review. MEC could not be reached for comment.

MEC is going through a merger of its own. Last month, WPP announced the next stage of its global media reorganization with the merger of MEC and Maxus to form global media network Wavemaker. The preceding month, MEC hired Starcom’s Amanda Richman to serve as its U.S. CEO.

Another MEC client, Campbell’s, also announced the launch of a global media review.