BBDO has won the Priceline.com business after a review.
The search, handled by Ark Advisors, began more than three months ago. Initially incumbent Butler, Shine, Stern & Partners was invited to the review but the shop backed out. Butler Shine handled the business since 2006.
"We chose BBDO because of its proven ability to develop strategic platforms and outstanding creative that deliver measurable results," said Brett Keller, chief marketing officer at Priceline.com in a statement. "Priceline.com has a track record of award-winning campaigns that resonate with consumers and we believe that this partnership will allow us to accelerate our integrated marketing efforts and maximize growth."
"Great creative can be a great economic multiplier," said John Osborn, president and CEO of BBDO New York in a statement. "We are looking forward to building a great campaign, a great business and a great partnership with Priceline.com."
Priceline, a travel website, has long been known for using William Shatner, who plays "The Negotiator" in the brand's marketing. It's not immediately clear what the creative direction of the marketing will be moving forward, or whether Mr. Shatner will be part of it. New work is expected to launch in 2016.
For BBDO, the win is a welcome one as the shop works to win back business after the loss of Bud Light in early July. Since that loss, the shop has won Subway, a business the agency picked up in late August, and Toys 'R Us, which the shop won in July.
Priceline is owned by the Priceline Group, which owns several travel properties including Booking.com, Kayak.com and restaurant reservation website OpenTable. The company spent about $43 million on U.S. measured media in 2014, according to Kantar Media. Including all its properties, the company spent about $136 million in 2014 on U.S. measured media.