GSD&M Picks Up Hilton Hotels Brand

Move Comes After Agency Parted Ways with PetSmart, Marshalls

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Credit: David Paul Morris/Bloomberg

Omnicom's GSD&M has added more business to its Hilton Worldwide account, picking up creative and digital duties for the Hilton brand as well as work for the parent company's portfolio marketing.

The Hilton Hotels brand had most recently been at Publicis, which the agency picked up in the summer of 2013. Publicis also had the portfolio work, which entails marketing the entire list of the company's brands together.

Last summer GSD&M picked up the Hampton business, and later added digital duties for Hampton and Hilton Garden Inn as well as duties for Homewood Suites and Home2 Suites. Homewood Suites had been at Kaplan Thaler.

"Hilton Worldwide has given GSD&M two additional pieces of business," said Nancy Deck, VP-portfolio and full service brand marketing at Hilton Worldwide, in an email. "GSD&M is now the creative agency responsible for marketing the Hilton Hotels & Resorts brand as well as for marketing the Hilton Worldwide portfolio of brands, which is the advertising we do when we are marketing our brands collectively."

Hilton Worldwide is part of the Blackstone Group. The largest brand by far under Hilton Worldwide is the Hilton Hotels & Resorts brand, which spent close to $40 million in U.S. measured media in 2014, according to Kantar Media.

For GSD&M, the win follows the agency's split with PetSmart in May after just seven months together. That move came after Petsmart was bought by a consortium led by BC Partners in December, with the departure of its top marketing executive soon after. The chain also recently parted ways with Marshalls and Ace Hardware. The agency did, though, win Northwestern Mutual last July.

"We're very excited about the opportunities and to be part of the hilton family," said Duff Stewart, CEO of GSD&M.

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