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
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
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.’