Publicis Media agency Spark Foundry and Publicis Sapient have won the global media account of hotels and resorts group Marriott following a competitive pitch.
The account moves from Wavemaker to a bespoke Publicis Groupe team, Marriott One Media, which will work with Marriott’s internal media teams globally.
“The global win of Marriott demonstrates the power of collaboration and scale of our global Publicis network and brands. All media will be handled by Spark Foundry and we will work closely with Publicis Sapient in our newly-created ‘Marriott One Media’ group,” Spark Foundry Australia chief executive Sue Squillace tells AdNews.
“This innovative structure will provide Marriott with the best talent, tools and personalised marketing insights to take the hotel group to the cutting edge of guest engagement.”
Marriott kicked off the review last year in an effort to rethink the scale and scope of its global paid media needs after the hotel giant acquired Starwood Hotels and Resorts.
The group has 30 brands with 6,500 hotels in 127 countries, and more than 110 million members in its loyalty programs Marriott Rewards and Starwood Preferred Guest.
That scale, the company says, led the company to create a “Global Marketing Optimisation” team to make its marketing and media efforts more effective.
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