For some time now Choice Hotels has deliberated about who will provide creative support for their many brands. Today the hotelier announced that Michigan based Doner will handle “creative promotion” and Leo Burnett will cover “creative advertising”. On August 4we broke the news that Choice had chosen a new agency, but at that time they could not reveal which, nor divulge that there were two agencies.
According to a statement released by Leo Burnett,
“The largest focus will be on the Comfort Inn, Comfort Suites, and Quality hotel brands, with Leo Burnett creating television, radio, print and online elements.”
In a congruent release issued by Choice, the client said of its new agencies,
“Doner and Leo Burnett were chosen after a robust competitive agency review process among the country’s top-tier agencies. The search process included a comprehensive Request for Proposal, in-person presentations, cross-functional leadership reviews and the input of Choice Hotels franchisee representatives. For the review, Choice employed the services of Joanne Davis Consulting, New York, to assist in the process.”
Every few days over the last few weeks we’ve requested information regarding this news, to which Choice repeatedly replied a statement would be released “in a few days” and so forth. We heard rumors along the way that Doner’s history had forced the client to give pause, but those are still unconfirmed rumblings. Whether Doner had been up for the entire business we aren’t sure — but more will come of this story.
More: “Choice Hotels Assigns New Agency”