Wyndham Confirms Hiring Berlin

NEW YORK Wyndham Hotel Group today confirmed the hiring of WPP Group’s Berlin Cameron United to handle creative duties on Wyndham’s Super 8, Howard Johnson and Travelodge brands after a review. The appointment was expected.

Berlin Cameron bested two other undisclosed finalists to land the business, said sources.

“The heritage and power of these great brands represent an under-leveraged asset,” said Jeanne Thomas, senior vice president and chief marketing officer at Wyndham in Parsippany, N.J. “We believe Berlin Cameron United’s demonstrated ability to revitalize and invigorate iconic brands is just what’s required to tap this potential and grow our businesses.”

Major media spending on the brands totaled nearly $25 million last year and about $30 million in 2006, according to Nielsen Monitor-Plus. The 2007 figure excludes online spending.

Berlin Cameron CEO Ewen Cameron described the new account as a “wonderful creative opportunity,” given that Wyndham is “committed to new and interesting communications approaches.”

The incumbent on Travelodge and Howard Johnson is Eastwest Marketing Group in New York, which participated in the first round of the review but did not reach the finals, said an Eastwest executive. Super 8 previously used agencies on a project basis, the last one being WPP’s G2 in New York, according to a client representative.

Media duties, which were not in play, remain at WPP’s MediaCom in New York.

The win is particularly important for Berlin Cameron, given two significant losses in the past three months: Boost Mobile and the Heineken and Heineken Light brands. The agency’s other clients include Coca-Cola (Vitamin Water), Belvedere Vodka and Ford.