Hilton Worldwide Brings on TBWA for Global Creative

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Hilton Istanbul
Hilton Istanbul Credit: Courtesy Hilton Worldwide

Hilton Worldwide has hired TBWA as its global creative agency partner, following a closed review.

The review, conducted by Hilton Global Marketing with assistance from Joanne Davis Consulting, was for the company's "enterprise" creative agency services, which refers to the Hilton master brand that sits over Hilton's 14 sub brands and Hilton Honors loyalty program, according to Craig Dezern, VP of brand communications for Hilton.

Previously, London-based Fold7 handled global creative for Hilton Worldwide, having launched the biggest campaign in the company's history across all of its hotel brands in early 2016. The campaign, dubbed "Stop Clicking Around," urged consumers to book directly through Hilton's branded websites and plugged exclusive discounts for loyalty program members who book direct.

"Fold7 worked on portfolio campaigns for the past two years and remains an important part of Hilton's agency roster," says Dezern. It was not immediately clear in what capacity Fold7 will remain onboard.

While TBWA will work on global initiatives, Hilton continues to work on specific brands with various creative agencies, including GSD&M, HZDG and The Martin Agency. Hilton Worldwide, which boasts 5,000-plus hotels in more than 100 countries and territories, spent about $82 million on measured media in 2016, according to Kantar Media.

"We are thrilled to be working with Hilton," says Nancy Reyes, managing director of TBWAChiatDay New York. "We had immediate chemistry with their team and have been impressed every step of the way by how they've used technology to reimagine the travel experience for their guests."

The win follows on TBWA also being hired to work on a global Intuit campaign designed to showcase the value of QuickBooks accounting software for people around the world who work for themselves.

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