TripAdvisor has found a new creative home, naming Mother as its global creative agency of record.
Mother, which also has offices in London, Los Angeles and Shanghai, will lead the business out of New York.
The appointment follows a months-long competitive review, which a source with knowledge of the matter tells Adweek included 72andSunny, Droga5 and The Martin Agency.
“In a world where divisions continue to grow among us, the power of travel serves as a unifying force that brings us together,” said Lindsay Nelson, president of TripAdvisor’s core experience business unit, in a statement. “TripAdvisor, unlike any other company in the world, has the permission to help people find what’s good out there. It’s on us to dare to be bold enough to exercise that permission, and Mother is the type of partner who will challenge us to take our seat at the table.”
Mother will be tasked with launching a new creative platform coinciding with TripAdvisor’s 20th anniversary in 2020, as the travel guidance platform introduces features to provide faster and more personalized recommendations.
“We”re incredibly excited and humbled to be partnering with such a wonderfully ambitious team at TripAdvisor. We believe as one of the most iconic brands in travel, TripAdvisor continues to have so much value to offer consumers, and a story to tell about the importance of travel in our society,” Mother partner and U.S. CEO Peter Ravailhe said in a statement. “Everyone at Mother looks forward to helping strengthen—through the power of creativity—TripAdvisor’s connection with the global community that has known and loved this brand for nearly two decades.”
TripAdvisor also recently selected Havas as its global media buying agency of record, tasking the agency with developing an approach to integrate offline and digital brand efforts.
“Brilliant creativity and smart, savvy communications planning and behaviors have the ability to drive business impact and change the course of a company’s history,” Nelson added. “But it won’t happen without a willingness to turn the status quo upside down, and collaborate with partners in unexpected ways. The ability to do so starts with identifying the partners who are up for the ride, and we’ve found that in both Mother and Havas.”
Data consultancy COMvergence estimated TripAdvisor’s global marketing spend at $150 million.