Sheraton Checks In At MMG

Hotelier Consolidates Local Ad Work
CHICAGO–ITT Sheraton Corp. has consolidated its local marketing account with MMG Worldwide in Kansas City, Mo.
The agency will be responsible for all local marketing responsibilities for Sheraton-managed hotels, said Clayton Reid, the agency’s president and chief executive officer. Billings were estimated at $10-12 million.
Sheraton representatives confirmed the move, but declined to offer any specifics.
The company had previously worked with a number of different agencies on local marketing efforts, Reid said.
“We’re basically supplanting those local agencies,” agency spokesman Chris Hayes said. MMG has previously worked for Sheraton on and off in various capacities, Hayes said.
Sheraton’s lead agency is Ogilvy & Mather, New York, which is also the agency of record for Starwood Hotels and Resorts Worldwide, White Plains, N.Y., Sheraton’s parent company.
Starwood is also considering merging the Sheraton and Westin brands as part of a massive brand audit, according to company officials [Brandweek, Oct. 26].
ITT Sheraton spent $19.2 million through July 1998, according to Competitive Media Reporting.
Separately, MMG picked up Houlihan’s Restaurant Group’s $1-2 million account. The assignment includes the Kansas City-based company’s first TV work in several years. –with Mike Beirne