Booking.com Sends $220 Million U.S. Creative Account to Anomaly

The appointment marks a move away from project relationships

Booking.com spent nearly $215 million in the first six months of 2018 on measured marketing in the U.S.
Facebook: Booking.com U.S.

Booking.com has selected Anomaly as its U.S. creative agency of record following a review. The agency will handle the account out of its New York office.

Anomaly deferred a request for comment to the client, which has yet to respond. A source with direct knowledge of the matter confirmed the selection, however, identifying BBDO and 72andSunny as the other two finalists in the review. BBDO declined to comment. 72andSunny has yet to respond to a request for comment.

Anomaly’s appointment appears to mark a departure from a project-based approach for the client.

W+K served as creative agency of record for the brand beginning in 2013, initially out of its Amsterdam office before W+K Portland’s 2016 “Jordan and Chelsea’s Booking Wedding” campaign featuring Jordan Peele and Chelsea Peretti.

After pitting work from Deutsch against then-creative agency of record Wieden + Kennedy in the fall of 2016, Booking.com parted ways with W+K as its U.S. creative AOR in 2017 (while still working with W+K internationally) and began working with Deutsch and Joan Creative on a project basis. Deutsch created a series of ads for the brand that year, beginning in February, while Joan’s relationship appears to have been limited to a single project. More recently, Booking.com worked with New York-based agency Decoded on a campaign this year. It’s unclear whether Decoded participated in the review.

A source close to the matter claimed that Booking.com has a requirement of working with non-SAG talent, which may have affected which agencies chose to participate in the review. This was contradicted by a source with direct knowledge of the company’s practices, who clarified that Booking.com has never had an official policy against working with SAG talent in the Americas or internationally.

Booking.com spent over $220 million on measured marketing in the U.S. last year and nearly $215 million in the first six months of 2018, according to Kantar Media.

Patrick Coffee contributed reporting to this story.

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