London agency Saatchi & Saatchi has been given an expanded Marriott International remit, with a new charge as the chain’s creative and strategic performance lead for its Europe, Middle East & Africa (EMEA) operations.
Saatchi and Saatchi’s brief will now be to drive the performance of Marriott International’s extensive portfolio of 30 brands across 1,000 hotels and resorts in the region through a digital-first campaign focused on revitalising the customer journey.
The new strategy will be centred around the development of performance marketing and its importance in helping the multinational achieve its key objectives, namely increasing awareness and driving demand generation from consideration to conversion.
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“We instantly hit it off with the Marriott EMEA team and really enjoyed the way they ran their selection process, which felt highly collaborative and modern,” Saatchi & Saatchi CEO, Chris Kay said.
“We’re looking forward to coming together as two teams built with creativity and partnership at their core, as we help them to deliver their mission across the region.”
Marriott International EMEA senior director, performance marketing, Christina Purnell added: “The world of travel is accelerating out of two years of pandemic restrictions and we are seeing an incredible shift in traveller’s desires and expectations.
“It’s exciting to see how the alchemy of creativity and data is going to turbo charge Marriott’s ability to inspire and connect with travellers.”
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