What: Marriott International has selected Publicis Groupe's SapientRazorfish and Spark Foundry as its AOR to handle global media business.
Why it matters: With 30 brands and 6,500 hotels worldwide, Marriott has had to rethink its media needs and is no longer working with MEC, the agency that handled Marriott's media business since 2011.
Marriott International, Inc. has announced in a press release the appointment of Publicis Groupe's SapientRazorfish and Spark Foundry as its agency of record to handle its global media business, overseeing media planning and buying.
The appointment closes a review that started last October to rethink Marriott's media needs after its acquisition of Starwood Hotels & Resorts. Publicis Groupe will create a dedicated media unit called Marriott One Media, which will work with Marriott's internal media teams at a global level.
"We are excited to welcome Publicis Groupe in their new, expanded role, and work together to break new ground," said Karin Timpone, Global Marketing Officer of Marriott International. "I also want to thank Wavemaker who has provided valuable strategic guidance in media, successfully working with us to launch several award-winning campaigns."
After the merger with Starwood, Marriott grew to 30 brands with 6,500 hotels in 127 countries. According to Kantar, the company spent $155 million on U.S. measured media in 2017.
"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," added Timpone. "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."