Royal Caribbean Appoints TBWA\London as its UK AOR

By Erik Oster 

royal caribbeanCruise line Royal Caribbean has appointed TBWA\London as its UK creative agency of record following a review that launched in February, Campaign reports. The agency will be responsible for Royal Caribbean’s overall strategy, creative, direct and digital marketing in the UK. Incumbent JWT London did not participate in the review.

“TBWA\London very quickly got to the core of our business,” Jo Briody, the director of marketing and PR at Royal Caribbean International, told Campaign. “They showed a deep understanding of our challenges and opportunities, successfully marrying clever strategic thinking with great chemistry with our team at every stage.”

Royal Caribbean also launched a global creative review in February. JWT has been global agency of record for the brand since December of 2007. Competitor Norwegian Cruise Lines announced its own review earlier this week.