Starwood Seeks Creative Support for Sheraton and Westin Brands

Work Will Focus on U.S. Market; Search To Conclude in March

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Starwood Hotels & Resorts has put out two requests for proposals seeking creative agencies to support its Sheraton and Westin brands in the U.S., according to people familiar with the matter.

Sheraton Logo
Sheraton Logo Credit: Courtesy of Starwood Hotels & Resorts Worldwide

According to a document obtained by Ad Age, Starwood is reaching out to a select handful of agencies to participate in the pitches, which are expected to conclude in March. It is understood that the review is being led by Avidan Strategies.

"We are always looking for new ways to shine the spotlight on our distinct brands, but Starwood does not comment on any RFP processes," said Trey Sarten, VP-global brand communications, Starwood Hotels & Resorts, in an emailed statement.

It was not immediately clear if Sheraton and Westin currently have creative agencies of record for their businesses.

Last September, Sheraton hired Publicis Groupe's Marcel New York to work on its $100 million marketing campaign, "Where Actions Speak Louder." A month later, Westin worked with BBH New York on its "You Need Better Vacation Days" effort.

Representatives from Marcel and BBH were not immediately available for comment about the RFPs currently taking place.

Marriott International is in the process of buying Starwood Hotels & Resorts Worldwide Inc. for $12.2 billion to create the world's largest hotel company.

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