Wyndham Hotel Group has consolidated its U.S. media planning and buying duties with MullenLowe Mediahub (Adweek’s U.S. Media Agency of the Year for 2017)—naming the “challenger” shop North American media agency of record.
Lisa Checchio, senior vice president of global brands at Wyndham, told Adweek in an email that Mediahub’s “challenger mentality,” wealth of data, “industry-leading” strategies, and “integrated and transparent approach to media planning, buying and analytics” separated it from the pack of competing agencies. But most importantly, Wyndham just really liked them as people.
“[Mediahub is] a great fit for our culture and team [as they] share and understand the complexities of our business,” Checchio added. “They pitched with the team who will work on our business day in and day out, showing true partnership from the beginning.”
Checchio declined to say what other agencies competed against Mediahub for the North American AOR title.
Previously, she explained, Wyndham employed multiple agencies to handle its media account, with “the majority of digital buying done by an in-house team,” but decided it was time to depart “from our previous silo-approach.”
“The days of linear media are gone,” Checchio said. “With trends shifting to digital channels and the increased importance of mobile, we needed a thought-leader who we knew would bring forward-looking, first-to-market ideas that showcase Wyndham as the innovator we are.”
Mediahub will be tasked with “giving us a 1:1 relationship with our guests that ensures we deliver the right message at the right time,” according to Checchio. The agency will drive media strategy across all Wyndham brands in the U.S. including its Wyndham Rewards loyalty program and branded credit card.
In 2016, Wyndham spent $28.3 million on measured media in the U.S. and $10.1 million during the first half of last year, according to a Kantar Media report.
“Wyndham’s challenger brand mentality makes them the perfect partner to create and drive breakthrough media content that will engage and inspire travelers,” said Keith Lusby, Mediahub Boston executive director. “The Wyndham team has a strong desire to leverage data and insight to develop high-impact media solutions.”
For its part, Mediahub can tack the Wyndham win to a ballooning list of clients. In 2017, the agency, embodying a new creative approach to media, won an impressive 14 out of 16 pitches for brands such as Ulta Beauty, Chipotle, Staples, MTV and BET.