Updated: BBDO in Atlanta Wins Embassy Suites

The other finalists were Publicis Groupe’s Saatchi & Saatchi here, Omnicom’s GSD&M Idea City in Austin, Texas, Interpublic Group’s DraftFCB in San Francisco, independent Amalgamated in New York and the incumbent, Omnicom’s TBWA\Chiat\Day in New York.

“We set out to find a creative agency partner that would help us uncover the emotional heart and soul of Embassy Suites,” said John Lee, client vp, brand marketing and communications, in a statement. “BBDO Atlanta presented sound strategic insight, thoughtful creativity and a proven track record of helping brands strike an emotional chord with their target customers.”

Noted Chris Hall, CEO and president of BBDO Atlanta: “The teams just meshed. We’re eager to bring our business-building retail experience to such a great client and brand.”

The brand spent more than $15 million in major measured media last year, according to Nielsen Monitor-Plus. Final presentations took place last week at the client’s offices in Memphis, Tenn., said sources.

Embassy Suites is the highest-profile account addition for BBDO Atlanta during a month-long winning streak that included the $12 million Erickson Retirement business on Monday.

For Embassy Suites, the agency is responsible for developing a multimedia campaign including digital, direct, newspapers, magazines, on-property, events and more. New work is expected to debut early next year.

Media duties on the brand, at Omnicom’s OMD in New York, were not in play.

Embassy Suites operates 182 properties in the U.S., Canada and Latin America, according to EmbassySuites.com.

Other Hilton brands include the namesake Hilton, whose creative duties are handled by WPP
Group’s Young & Rubicam in Irvine, Calif., and Homewood Suites, which is handled by DraftFCB in San Francisco.

Two weeks ago, Y&R’s Chicago and Irvine offices added creative duties on Doubletree — a brand previously handled by DraftFCB. That shift also came after a review.

Last year, The Blackstone Group acquired Beverly Hills, Calif.-based Hilton, which operates more than 2,900 hotels and resorts in 76 countries, for an estimated $26 billion.

This story updates an earlier item with confirmation and additional details.