Best Western Kicks Off Agency Search

LOS ANGELES Best Western International has launched a review for its $25 million ad account, the client confirmed.

The nationwide search comes after the Phoenix-based hotel chain held discussions with undisclosed agencies to “test the waters” and gauge their level of interest [Adweek Online, Sept. 3].

Best Western has prepared a list of agencies that will make presentations by month’s end, sources said. Client representative Carolyn Marion declined to identify the shops that have been contacted or disclose other specifics of the review process.

Independent Davis Media/Chess Communications in Baltimore handles the client’s creative and media account. Marion declined to say if the incumbent will defend and the shop could not immediately be reached. The agency picked up the business in 2001, after a review that also included gkv advertising in Baltimore and Moses Anshell in Phoenix.

This story updates an item posted earlier today.