Marriott International announced in a press release it has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing.
The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world.
Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG). This scale enabled Marriott to re-evaluate both internal and partner operating models in relation to paid media. As a result, the Global Marketing Optimization team led by Andy Kauffman was created internally to elevate marketing and media disciplines with greater effectiveness. Publicis Groupe, together with Marriott, will now harness the new approach and leverage its global reach and local customization expertise to drive measurable results across the company’s portfolio.
Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.
The selection of Publicis Groupe for global media responsibilities is an expansion of its on-going relationship with Marriott that began more than 15 years ago with SPG participating brands.