Global hospitality firm Accor has named Saatchi & Saatchi as the global strategy and creative partner for its Ibis group of economy brands following a competitive pitch process.
The agency will now lead Ibis’ global strategic and creative output, helping the budget hotel brand to implement an international repositioning across its key markets.
Saatchi & Saatchi’s remit will cover the Ibis, Ibis Budget and Ibis Styles brands across a wide range of markets including the UK, France, Germany, Brazil and India.
“Great to welcome ibis and Accor to the Saatchi family. ibis is a household name across the globe, one of the original disruptors that broke conventions and democratised mass travel,” Saatchi & Saatchi CEO, James Denton-Clark said.
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“The pandemic shifted real world needs, and travel and hospitality have never been so exciting or challenging. We’re privileged to be chosen to help with their next mission, and excited to get 2024 off to a fast start.”
In its first work for the brand, Saatchi & Saatchi is set to focus on Ibis’ worldwide heritage and its pioneering role in the global expansion of budget hospitality.
Accor global senior vice-president of economy brands, Nina Crazover added: “Ibis is the world-leading brand in the economy segment, and we’re thrilled to kick start a new chapter with Saatchi & Saatchi. We clicked on the strategy and are excited by the work, I can’t wait to get it out in the world”.
