Four Seasons Launches Global Review

Hotelier spends about $40 million in media annually

The Four Seasons Hotels and Resorts is reviewing the global creative assignment that TBWA has handled for the past two years, sources said.

The Toronto-based luxury hotel chain spends an estimated $40 million annually on media worldwide. TBWA is defending and a decision is expected by year-end. Media, which is handled by multiple shops on a project basis, is not in review.

The search consultancy R3 is managing the process. Executives at the Four Seasons and R3 could not immediately be reached.

The review was triggered by the hotelier’s burgeoning growth in the developing markets of China, Brazil and India. The company also is looking to place greater emphasis on digital marketing.

In May 2012, TBWA\London beat M&C Saatchi and Young & Rubicam to win the account. (TBWA\London was appointed as the hub agency, supported by TBWA\Hong Kong and TBWA\Chiat\Day in New York.) The assignment encompassed all of the Four Seasons’ marketing communications, ranging from global brand advertising and local property-level campaigns to digital, CRM and experiential marketing.

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