Hyatt Names KBS as Agency of Record for Its World of Hyatt Loyalty Program

By Erik Oster 

Hyatt has selected Kirshenbaum Bond Senecal & Partners (KBS) as agency of record for its World of Hyatt loyalty program.

KBS will be tasked with leading all creative concepts, content and communication assets for the program, including multi-channel strategy and planning, member communications, program announcements and partnership initiatives.

“We are delighted to name KBS as our agency of record for the World of Hyatt program,” World of Hyatt senior vice president Amy Weinberg said in a statement. “The KBS team demonstrates exceptional creative abilities and strategic execution, and we look forward to great things ahead with the relationship.”

“Given the competitive nature of the hotel, hospitality and loyalty landscapes, we welcome the challenge and opportunity to help build one-to-one member relationships while elevating the World of Hyatt program,” added KBS president Mike Densmore. “We’re excited to work with the World of Hyatt team to develop smart strategies and world class creative to help meet Hyatt’s loyalty program goals.”

Hyatt launched a global creative review for all 12 of its brands in February, a month after announcing plans to eliminate the global chief marketing officer role as part of an organizational realignment designed to “accelerate growth.”

In April, KBS was named creative agency of record for Florida-based moving and storage company PODS and released its first campaign for the brand. Last December, KBS confirmed it will not participate in the U.S. creative agency review for BMW, a client for over decade. Dean Foods named KBS as its agency of record the same month, following a review. The following month, KBS parted ways with global CCO Patrick Scissons.