Publicis Media’s Spark Foundry has won the media account for hotel group Marriott in Australia and across the globe.
Spark Foundry takes over from incumbent agency Wavemaker on the account.
Marriott kicked off the review last year in an effort to rethink the scale and scope of its global paid media needs after the company acquired Starwood Hotels and Resorts.
A dedicated Publicis Groupe team – called Marriott One Media – will work with Marriott’s internal media teams globally.
Spark Foundry Australia CEO Sue Squillace said the global win of Marriott demonstrates the power of collaboration and scale of Publicis’ network and brands.
“All media will be handled by Spark Foundry and we will work closely with Publicis Sapient in our newly-created ‘Marriott One Media’ group,” she said.
“This innovative structure will provide Marriott with the best talent, tools and personalised marketing insights to take the hotel group to the cutting edge of guest engagement.”
Marriott has 30 brands with 6,500 hotels in 127 countries, and has more than 110 million members in its loyalty programs Marriott Rewards and Starwood Preferred Guest.
That scale has led the company to create a “global marketing optimisation” team to make its marketing and media efforts more effective.
