The review pitted BBDO against another unit of giant Omnicom Group: the Persuasion Group, a recent spinoff retail arm of TBWA Chiat/Day, Venice.
David Lubars, CEO-chief creative officer of the BBDO office, said a key to winning the account was the agency's ability to portray the "individuality" of Best Western hotels. Best Western is a licensing organization that works for independent hotel operators.
"They actually have character to their hotels," said Mr. Lubars. "They take on local color and reflect proprietors' local tastes. They don't do cookie cutter things."
Although Best Western management actually works for the hotel owners, the review was conducted entirely by the Best Western management, according to other agency executives involved in the pitch.
Persuasion Group, originally set up to service the Nissan account, is staffed by TBWA personnel. Tom Patty is chairman-CEO.
Contributing: Bradley Johnson.