Accounts in Review: Royal Caribbean Gets Wanderlust After 7 Years With JWT

Call it the seven-year itch. Royal Caribbean, which spends more than $80 million in media annually, is looking at outside creative agencies after more than seven years with JWT. The incumbent is defending, however, holding out hope—in the face of historically slim odds—that the marriage can be saved.

In the last creative review, JWT beat Saatchi & Saatchi and Draftfcb to succeed Arnold on the account. This time around, sources expect the lineup to be markedly different. Royal Caribbean plans to complete its search in May.


Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December


Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide; Kmart: FCB, Havas Media
Contenders: Teams from Dentsu, Interpublic, WPP, Publicis Groupe
Completion: May


JCPenney: Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, undisclosed others
Completion: February


Wells Fargo: Media

Media spend: $170 million
Incumbent: OMD (traditional), UM (digital)
Contenders: Incumbents
Completion: April



Royal Caribbean: Creative

Media spend: $80 million
Incumbent: JWT
Contenders: Incumbent, others to be determined
Completion: May




Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbent: MEC, Active International
Contenders: MEC, Horizon Media, Zenith Media, Mediahub, Havas Media
Consultant: Pile + Co.
Completion: March



CarMax: Media

Media spend: $60 million
Incumbent: In-house
Contenders: Horizon Media, OMD, Vizeum
Completion: February


Ameriprise Financial: Creative

Media spend: $40 million
Incumbent: R/GA
Contenders: McCann Erickson, FCB Garfinkel, Zimmerman Advertising, Merkley + Partners
Consultant: Pile + Co.
Completion: February