YP&B, Richards Get Free Passes To Finals Of Wyndham Review

As it shifts its focus from the Caribbean to expansion in the U.S., Wyndham Resorts has put its $5 million-plus ad account in review, according to a client official.
Wyndham Resorts, a division of Wyndham Hotel Group in Dallas, contacted nine agencies about handling the account, according to Gary Pugatch, vice president of sales and marketing for the resort division.
Yesawich, Pepperdine & Brown (YP&B) in Orlando, Fla., is the incumbent and will move to the final round along with The Richards Group in Dallas. Richards, which is agency of record for Wyndham Hotels and Wyndham Garden Hotels, also does corporate branding.
The pair will compete with two agencies from the following list: Beber Silverstein & Partners and Ryder & Schild, both Miami; Harris Drury Cohen, Fort Lauderdale, Fla.; The Coventry Group, Boca Raton, Fla.; The Zimmerman Agency in Tallahassee, Fla.; and The Meridian Group in Virginia Beach, Va.
Tinsley Advertising in Miami was approached but declined to participate, citing its six-year relationship with SuperClubs as a conflict.
Wyndham’s “entire resort product is changing,” Pugatch said. According to published reports, the Wyndham Hotel Group was recently acquired by Dallas-based Patriot American Hospitality, which has been converting its U.S. hotel properties to the Wyndham brand.
YP&B “has done a pretty decent job for Wyndham Resorts, but it was time to re-evaluate the situation,” said Pugatch, adding that the review is closed to other shops.
The bulk of previous work for Wyndham Resorts has been print. The client’s current tagline is: “Get away the Wyndham way.”
A total of four agencies will make presentations at the end of April, Pugatch said, with a decision expected shortly after. He emphasized that regardless of which agency is selected, The Richards Group will continue handling its current Wyndham business.
Richards’ relationship with the client dates back to 1987. The shop also handles advertising for Dallas-based Motel 6.