Bozell Worldwide nets pounds 30m Hilton

Bozell Worldwide has won the prized pounds 30 million full-service global account for Hilton International after a pitch against Bates Worldwide, the Lowe Group and Young & Rubicam.

Bozell Worldwide has won the prized pounds 30 million full-service

global account for Hilton International after a pitch against Bates

Worldwide, the Lowe Group and Young & Rubicam.



The move consolidates the hotel group’s global advertising into a single

network for the first time. Until now, Team Saatchi and Equinox

Communications were the incumbents on the UK account, which has been

dormant - except for some loyalty programme activity - for the past two

years. Dailey & Associates of California handled the US business.



Hilton spent less than pounds 1 million in the UK in 1997, but this will

be more than doubled as a global corporate campaign rolls out later this

year. Bozell’s media dependant, BJK&E Media, will handle media planning

and buying.



Mark Lund, the managing director and chief executive of Delaney Fletcher

Bozell, said: ’We will be running a TV and print campaign that builds

strongly on Hilton’s brand values.’



The international pitches were performed by the combined forces of UK

and US agencies from each of the participating networks. The pitches

took place in California, where Hilton is based, but the process was

co-ordinated in New York.



The winning pitch was conducted in co-operation with Bozell’s agency in

Costa Mesa, California. Two other agencies from the Bozell Worldwide

network - Marketing Drive and Poppe Tyson (from the US) - were also

involved.



Bozell handled the Ramada account in the US until its owner, the

Renaissance Hotels and Resorts Group, merged with Marriot last year.

Morag McKay, the vice-president, marketing, at Hilton, commented: ’We

have given a clear brief which is focused on maintaining and building

the world’s best-known hotel brand.’



Sez Maxted, the board account director who led the pitch for Delaney

Fletcher Bozell, said: ’This is a genuinely global, media-neutral win.’



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