Loews Hotels has launched a review of its U.S. creative and media for all of its brands, which include Loews Hotels and Resorts, Loews Regency and the OE Collection brand it launched last year, recently sending out an RFP to agencies.
The review, which is being handled by Avidan Strategies, just kicked off a couple of weeks ago following the end of the brand’s contract with its former agency, Catch New York (which held the account for three years) as well as the recent arrivals of chief commercial officer Oliver Bonke and senior vice president of brands and marketing George Fleck.
On a call today, Fleck said that the brand isn’t necessarily looking for an agency with a history of working with hotel brands but rather one that could bring “a fresh perspective on hotel marketing.”
“We’re looking to find an agency partner that will help support our multi-brand strategy with three distinct brands,” he said, adding that the company was looking to diversify and create broader campaigns that set Loews brands apart from larger competitors with “small but nimble” creative, build in the digital and social space and ideate around brand hallmarks.
He also said the company was looking for an agency with “a track record in helping legacy brands reinvent themselves.”
Loews is considering both larger and smaller agencies in the review, with an eye on those with experience advertising in the consumer products, fashion, automotive, entertainment and retail categories. Fleck characterized the response from agencies so far as “positive” and “tremendous.”
The review process is expected to last 3-6 months. Catch New York and its PR firm have yet to respond to our requests for comment.