- Wyndham Hotels & Resorts has tapped Havas to be its North American consumer marketing agency of record, in response to information shared with Marketing Dive.
- The agency will handle all media, creative, social and digital marketing for the corporate, using the agency’s Havas Converged strategy and Village model.
- The remit covers marketing for all brands under Wyndham’s corporate structure, including La Quinta, Ramada and Super 8, as well as the corporate’s Wyndham Rewards loyalty program. The first work is anticipated to roll out later this 12 months, with full brand campaigns expected in 2025.
Wyndham Hotels & Resorts, a hotel franchisor with roughly 9,200 hotels across 25 global brands, is seeking to chart a brand new path after keeping off a $7 billion hostile takeover offer by competitor Choice Hotels International earlier this 12 months. By adopting an agency of record model, the corporate is hoping to “unlock increased efficiencies and effectiveness,” in response to a release.
“It’s a transformative shift for Wyndham and one we consider will help drive meaningful, long-term consumer engagement and, in turn, greater returns for our 1000’s of franchisees,” said Marissa Yoss, vice chairman of media and brand marketing at Wyndham Hotels & Resorts, in a press statement.
Havas credited its Havas Converged model as the difference-maker in its pitch to Wyndham. Havas has been investing heavily within the model, which is designed to foster collaboration by utilizing data, technology and artificial intelligence to bring together the agency network’s talent, capabilities, platforms and expertise.
Havas reported a 3.6% year-over-year increase in H1 revenues. The growth was driven by strength in Europe and Latin America while North America revenues dropped 6.4%
Choice Hotels in March dropped its greater than $7 billion bid to amass Wyndham Hotels & Resorts. In dropping its bid, the corporate issued an announcement saying there was “significant” support from Wyndham shareholders for the deal, nevertheless it was “not sufficient for Choice to conclude” the transaction. In Q2, Wyndham reported a 22.8% year-over-year increase in net income for a complete of $86 million.
Choice Hotels named 72andSunny New York and Dentsu X to handle creative and digital media duties in August. In appointing the agencies, the corporate said it was seeking to take its consumer marketing to “the following level.” Outlining the chain’s marketing plans for the tip of the 12 months to Hotel Dive, Choice Chief Marketing Officer Noha Abdalla said Dentsu X would develop a media strategy that leverages the corporate’s currently running “A Stay for Any You” marketing campaign. 72andSunny, meanwhile, has began working on Choice Hotels’ 2025 marketing campaign.
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