Agency consultant Select Resources International led the search, which began in May and in the final round saw three finalists face off. It is unclear which other agencies made it to the final round of the review.
Need for 'global scale'
There was a "very definite rational for changing agencies," said Tom O'Toole, chief marketing officer for Global Hyatt. "We needed an agency partner who offered global scale." He added that the switch "was not prompted in any way by the performance of the incumbent, Cramer-Krasselt," which "does an excellent job and will continue to do so."
The chain's Hyatt Place and Hyatt Summerfield Suites -- two of the hotel's fastest-growing brands -- will remain with C-K, Chicago, which has been the domestic incumbent for over a decade. C-K will also retain "certain full-service marketing assignments," Mr. O'Toole said.
Other brands under the Hyatt umbrella include Park Hyatt, Grand Hyatt, Hyatt Regency and Hyatt Resorts. In all, the chain has about 735 hotels and resorts in 44 countries.