STARWOOD HOTELS PUTS MEDIA-BUYING ACCOUNT IN REVIEW

Deutsch Is Incumbent Agency

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NEW YORK (AdAge.com) -- Starwood Hotels and Resorts, the world’s third-largest hotel chain, has placed its media-buying account into review.
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All properties
The review is for all of Starwood’s properties, including Sheraton, Westin, W Hotels, St. Regis, the Luxury Collection and Four Points by Sheraton, according to executives involved in the process. Starwood spent $52 million in measured media in 2004, according to TNS Media Intelligence.

Interpublic Group of Cos.’ Deutsch, New York, currently handles media for Starwood. The agency, which will remain the creative agency of record for the Sheraton and Westin brands, declined to comment.

Starwood executives could not be reached for comment, and it is not yet known what other media agencies will contend for the business. But the review appears to be in line with the plans of CEO Steve Heyer and Chief Marketing Officer Javier Benito to cast a wider, more global net for the hotel group.

Steve Heyer team
Mr. Heyer, a former Coca-Cola Co. president-chief operating officer who has been on the job at Starwood for 14 months, brought in Mr. Benito, a former Coke chief marketing officer, in March. At the same time, former Nike and Starbucks executive Scott Bedbury was hired as a brand adviser and Starwood also signed an agreement with Creative Artists Agency to produce more branded entertainment opportunities.

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