Zimmerman Lands Extended Stay Hotels

Omnicom Shop Will Handle Creative, Digital, Media and CRM

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Omnicom Group's Zimmerman has been named agency of record for Extended Stay Hotels following a review.

The Florida-based shop will help relaunch the brand, and its responsibilities will include creative, digital, mobile, CRM and media-planning and -buying duties. Media spending for Extended Stay Hotels, which has 685 locations in the U.S. and Canada, is estimated at $17 million to $20 million. The pitch was led by consultant Prophet Brand Consultancy in New York.

Jennifer Kearney, Extended Stay Hotels vice president-marketing, said in a statement that Zimmerman's "established integrated marketing communications architecture will play a significant role in helping us meet our business objectives."

By bringing aboard Zimmerman, Extended Stay Hotels gets a full-service agency after being without one for some time. The marketer in the past has worked with Interpublic Group of Cos.' Mullen, but it is understood that the agency hasn't worked with the chain in more than a year.

"This is an important time in the evolution of the Extended Stay Hotels brand," said Ryan Linder, executive vice president and chief marketing officer at Zimmerman, in the statement. "Our mission is to partner with Extended Stay Hotels to relaunch the brand and more effectively reach and impact consumers in what continues to be an increasingly competitive category."

The addition of the account is good news for the agency, which last year parted ways with fast-food seafood chain Captain D's and restaurant chain Friendly's. Zimmerman's other clients include Papa John's Firehouse Subs, Boston Market, White Castle and Office Depot, among others.

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