Hyatt, Euro RSCG Go Their Separate Ways

Ten Months of Work Fail to Bear Fruit

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NEW YORK (AdAge.com) -- Ending a brief relationship, Global Hyatt Corp. and Havas' Euro RSCG Worldwide are parting due to "creative differences," leaving the hotel chain to scout for new agency partners to handle work on a project basis.

The split comes after a 10-month run that resulted in no new creative work.

"We couldn't get to a creative solution that worked for us," said Amy Curtis-McIntyre, senior VP- brand communications for Hyatt.

Agreeing to disagree
Said Euro in a statement: "We've played a key role in advancing Hyatt's brand strategy globally. ... However, due to creative differences, we have mutually agreed to part ways."

The agency will nonetheless continue to do work for Hyatt on a project basis through September.

Global Hyatt -- which has some 735 hotels and resorts in 44 countries -- moved its advertising account to Euro, New York, last September from independent Cramer-Krasselt, Chicago, which continues to handle the chain's Hyatt Place and Hyatt Summerfield Suites brands.

The chain had selected Euro because it "needed an agency partner who offered global scale," Tom O'Toole, CMO for Global Hyatt, told AdAge.com last year. Global Hyatt in 2007 spent $32 million on domestic measured media, according to TNS Media Intelligence.

Not looking for long-term commitment
Ms. Curtis-McIntyre, who recently joined Hyatt, said the company is not seeking another agency-of-record relationship. She said it plans to engage agencies strictly on a project basis going forward and has tapped consultancy Select Resources International to help with a search.

The split comes amid much movement in the hotel category. Other hotel brands in review include Embassy Suites and Hilton DoubleTree, according to executives familiar with the matter.
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