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Gotham is expected to launch its first ads for Best Western in the first quarter of next year, following the Interpublic Group shop’s appointment this month.
The shop became the Phoenix-based hotel chain’s lead creative agency after a review in which Havas’ Arnold and incumbent ISM, both in Boston, also participated.
Major media spending on the brand exceeded $20 million last year and totaled $17 million in the first eight months of 2009, according to Nielsen. Those figures don’t include online spending.
Best Western’s previous lead agency was independent ISM in Boston, which also participated in the review.
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