AccorHotels has appointed Dentsu Aegis Network’s digital performance agency iProspect, as its global media agency. The appointment is for three years on a contract basis and will see the agency managing the integration of AccorHotels’ brand and performance campaigns.
This will be across paid social, display and programmatic and offline channels to accelerate its growth strategy across various key regions.
In a statement to Marketing, a spokesperson for Dentsu said a pitch for the account was held in February this year. The agency was chosen for the transparency in its approach to programmatic buying and its global footprint for online, the spokesperson added.
Singapore has been chosen as one of the six regional hubs where iProspect will manage all AccorHotels’ digital and offline media buying. Led by a main hub headquartered in Paris, the five other regional hubs, namely Toronto, Sao Paolo, Warsaw, Cape Town and Dubai, will also be supported by 15 local markets.
"Our major advertising communication challenges on digital and offline, will lead us to develop innovative formats and operations that aim to create original and bold campaigns, in order to increase significantly the attractiveness and the proximity of the group’s brands and of our digital platform," Romain Roulleau, e-commerce and digital services director of AccorHotels, said.
"AccorHotels understands that consumers use multiple channels to reach their decisions and only by aligning their message will they reach the right consumer with the optimum effect. For AccorHotels to entrust iProspect with its global media buying, encapsulates how iProspect’s data-led approach to end to end performance marketing is transforming our clients’ businesses," Ruth Stubbs, global president of iProspect, said.
"AccorHotels understands and places the consumer journey at the core of its marketing and communications. In a competitive and ever-changing vertical, they value the power of data to differentiate. Given their ambitious plans for brand and geographic growth, we are privileged to partner with them as they continue to expand their Asia footprint," Joanna Catalano, CEO of iProspect Asia Pacific, said.