Priceline.com has chosen BBDO New York as its creative and strategic agency of record, concluding a review launched this spring. The agency will be tasked with creating an integrated marketing platform, including television, digital and social media. Media planning and buying were not part of the review and remain with Ocean Media.
Incumbent Butler, Shine, Stern & Partners had held the account since 2006. BSSP originally participated in the review, but decided to opt out in late June. “We feel that focusing on current clients, new clients and our new business pipeline is a better use of resources,” BSSP CEO Greg Stern told Adweek.
Earlier this month, we learned that the review (which originally included seven shops) had come down to four finalists: BBDO New York, The Martin Agency, Arnold Boston and Venables Bell & Partners. Those four were determined through agency visits by Priceline.com officials to the review’s semifinalists, which included Leo Burnett, Droga5 and Grey New York in addition to the aforementioned agencies. Finalists met with company executives at the company’s Norwalk headquarters, and BBDO ultimately prevailed.
“We chose BBDO because of its proven ability to develop strategic platforms and outstanding creative that deliver measurable results,” explained Priceline chief marketing officer Brett Keller. “Priceline.com has a track record of award-winning campaigns that resonate with consumers and we believe that this partnership will allow us to accelerate our integrated marketing efforts and maximize growth.”
“Great creative can be a great economic multiplier,” said BBDO New York CEO and president John Osborn. “We are looking forward to building a great campaign, a great business and a great partnership with priceline.com.”
A new campaign is expected from BBDO New York some time next year. The agency declined to comment on whether William Shatner will continue to play the role of “Negotiator” moving forward.