NEW YORK - Global Hyatt Corp. has selected BBDO in New York to handle worldwide corporate image duties on the Hyatt brand. Sibling PHD here pitched with BBDO and has added media chores.
Tom O'Toole, client CMO, said in a statement: "We were looking for a highly strategic and creative agency partner that can provide a fully integrated global solution across traditional and digital channels to create brand differentiation for Hyatt. In BBDO, we found chemistry, depth of talent and creative thinking that can touch every part of our business."
"You need only to visit a variety of Hyatt properties around the world to be boggled by how well this company understands hospitality," said John Osborn, president and CEO of BBDO in New York. "Our job is to help communicate to guests this unique service experience -- something that goes beyond just creating a brand campaign."
The hires came after a review that was winnowed to Omnicom Group's BBDO and sister shop Cutwater in San Francisco. Major media spending on the assignment is expected to be approximately $40 million.
The incumbent was Havas' Euro RSCG in New York, which split with the client in the spring after nine months on the business.
A third contender, Publicis Groupe-backed Bartle Bogle Hegarty here, was eliminated two weeks ago, a day after BBDO, Cutwater and BBH made presentations to a select group of top Hyatt executives at the hotel chain's headquarters.
Two other contenders, Publicis & Hal Riney in San Francisco and Interpublic Group's The Martin Agency in Richmond, Va., were cut in an earlier round.
Select Resources International in Santa Monica, Calif., managed the review. --with Steve McClellan