Travelocity Launches Media Agency Review

Publicis Groupe's Zenith Is Incumbent

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Travelocity has issued an RFP to a number of media agencies as it begins a review.

Publicis Groupe 's Zenith is the incumbent on the business. The agency declined to comment at this time. Travelocity did not immediately respond to a request for comment.

Publicis Groupe 's Leo Burnett and Zenith had won the business in 2010. But just last month, the travel site reviewed its creative and awarded the business to McKinney, the agency it had worked with before bringing on Publicis.

The move away from Publicis doesn't bode well for Zenith, if it does participate in the current review. However, it's not such a bad week of news for the agency, which recently brought on the $150 million Farmers Insurance account.

Travelocity has significantly decreased its measured-media spending since 2009, according to Kantar Media. In 2009, the company spent more than $80 million on U.S. measured media. In 2010, it nearly cut that spend in half. In 2011, the travel brand slightly increased its budget to about $55 million.

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