Wyndham Hotels & Resorts has officially appointed Havas as its integrated agency of record, marking a significant shift in its North American consumer marketing strategy. This collaboration will encompass all aspects of media, creative, social, and digital marketing for the company’s extensive portfolio, which includes popular brands like La Quinta, Ramada, and Super 8.
Strategic Shift for Wyndham
This partnership comes on the heels of Wyndham’s decision to protect off a $7 billion malicious takeover bid from Choice Hotels International earlier this year. According to Marissa Yoss, Vice President of Media and Brand Marketing at Wyndham, the agency model is aimed at unlocking “increased efficiencies and effectiveness.”
“We believe this transformative shift will help drive meaningful, long-term consumer engagement and greater returns for our thousands of franchisees,” Yoss said in a press statement.
Havas Converged Model
Havas will implement its Havas Converged model, which integrates data, technology, and artificial intelligence to create a seamless collaborative environment. This approach is designed to enhance creativity and effectiveness in marketing campaigns, which is critical for Wyndham’s expansive brand portfolio. Havas has recently reported a 3.6% year-over-year revenue increase, despite a slight decline in North America, showcasing its robust performance in Europe and Latin America.
The Road Ahead
The initial marketing efforts are set to launch later this year, with full-brand campaigns expected to roll out in 2025. As Wyndham aims to strengthen its brand presence and consumer engagement, the collaboration with Havas is seen as a pivotal step forward.
In contrast, Choice Hotels, which abandoned its acquisition bid, has appointed 72andSunny New York and Dentsu X for its creative and digital media duties, signaling a competitive landscape in the hotel industry.
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