Marriott International has handed its global media buying and planning account to Publicis Groupe.
The appointment concludes a review launched last October. MEC had handled media buying and planning for Marriott International since 2011. Publicis Groupe will create a dedicated Marriott One Media unit from its SapientRazorfish and Spark Foundry agencies, which will partner with Marriott’s internal media teams across different markets globally and Marriott International’s full roster of brands.
Marriott International spent almost $233 million on measured media domestically in 2016 and $96 million during the first half of 2017, according to Kantar Media.
“This is a rare opportunity to reimagine our marketing practices in the digital age, and we are confident that Publicis Groupe will help us achieve this vision,” Marriott International global marketing officer Karin Timpone said in a statement. “We’re combining our forces to develop cutting-edge marketing tactics that speak to individual guests worldwide. This personalization at scale will provide enormous value to our business.”
Following a 2016 merger with Starwood Hotels and Resorts, Marriott grew to 30 brands with 6,500 hotels in 127 countries. Marriott International subsequently created a global marketing optimization team led by Andy Kauffman to optimize performance and efficiency across marketing platforms.
“We’re delighted to work with Publicis who complements our strengths and deeply understands our audience to provide personalization that elevates our brands, delivers hotel revenue and deepens member loyalty,” Kauffman said in a statement.
Marriott One Media global client leader Rob Silver added, “We are thrilled to build on our existing relationship with Marriott driving digital business transformation to now advance their marketing transformation as well.”