Marriott Shifts Media, Interactive

NEW YORK Marriott International has shifted lead status on its national media and interactive duties to Carat affiliates in New York and T3 in Austin, Texas, respectively, the client said.

At the same time, the hotelier has cut ties with Interpublic Group’s McCann-Erickson in New York, leaving lead ad duties in the hands of independent mcgarrybowen, sources said. Marriott spends about $90 million a year on ads, per TNS Media Intelligence/CMR.

IPG’s Universal McCann in New York previously handled national media duties. It was not immediately clear who handled national interactive duties, though Zentropy Partners in New York has worked on Marriott in the past. A client rep was checking on the previous agency and Zentropy could not be reached.

New York’s mcgarrybowen was hired by Marriott during the summer [Adweek Online, July 23]. At the time, a client rep said that the New York office of McCann remained on the roster.

Carat, a unit of Aegis Group, T3 and mcgarrybowen will work on all Marriott brands except The Ritz-Carlton, an estimated $10 million account that remains at Sawyer Riley Compton in Atlanta. The other brands include Marriott, Courtyard by Marriott, Renaissance, Fairfield Inn and Residence Inn.

Mcgarrybowen, which also handles lead duties on Verizon Communications, has billings of about $300 million and a staff of roughly 75. Its principals (John McGarry, Gordon Bowen, Stan Stefanski and Stewart Owen) hail from Young & Rubicam, where they held top posts.