Kayak Picks Goodby

NEW YORK Goodby, Silverstein & Partners is in negotiations to handle creative and media duties on Kayak’s estimated $40-60 million account, sources said.

The Omnicom Group agency bested two other contenders in a review: Publicis Groupe’s Saatchi & Saatchi in New York and Omnicom’s 180 in Santa Monica, Calif., said sources.

Goodby referred calls to the Norwalk, Conn.-based client, which declined to comment. But sources said that Kayak had notified the agencies of its selection.

Final presentations took place last week at the client’s headquarters, according to sources.

The hiring of Goodby in San Francisco represents an evolution in Kayak’s approach to marketing. Previously, the company relied primarily on search-engine optimization and public relations to build its brand.

Kayak’s last creative agency was independent The Brooklyn Brothers in New York, which worked on the brand in 2006. Media duties have been handled in-house.

Launched in 2005, Kayak provides price and availability information for airlines, hotels, rental car companies and cruise lines by searching more than 100 travel sites.