Hilton has appointed TBWA as its global creative agency partner, following a review for its enterprise creative agency services. AdAge first reported the news yesterday.
“Hilton conducted a closed review of its enterprise creative agency services, and we’re excited to confirm our appointment of TBWA,” a Hilton spokesperson said in a statement. “Fold 7 worked on portfolio campaigns for the past two years and remains an important part of Hilton’s agency roster.”
“We are thrilled to be working with Hilton,” TBWA\Chiat\Day New York managing director Nancy Reyes added. “We had immediate chemistry with their team and have been impressed every step of the way by how they’ve used technology to reimagine the travel experience for their guests. It will be an honor to work with an iconic company with a portfolio of leading brands.”
The assignment encompasses the Hilton master brand and 14 sub brands, as well as Hilton Honors, the brand’s loyalty program. Hilton continues to work with a number of agency partners on its other brands, including The Martin Agency on DoubleTree, GSD&M on three All Suites brands and HZDG on Canopy.
Hilton Worldwide spent over $126 million on all its brands domestically in 2016 and nearly $45 million in the first six months of 2017, according to Kantar Media.