Hyatt selects MullenLowe as global creative agency of record | M&M Global

Hyatt selects MullenLowe as global creative agency of record

Following a competitive review between three agencies, Hyatt Hotels Corp has consolidated global creative for all of its 12 brands under MullenLowe.


The consolidation comes following Hyatt working with between eight and ten agencies across its portfolio, mainly on a project basis, according to a report by AdAge.

Hyatt’s global chief marketing officer Maryam Banikarim said that the consolidation happened not just for efficiency but also to differentiate brands from each other, with a choreographed master brand strategy.

MullenLowe, which also handles JetBlue and Royal Caribbean, will handle all aspects of creative, focussing on using consumer insights with creative ideas, whilst differentiating brands yet maintaining a consistent voice.

“Hyatt is looking for purposeful, insights-driven, emotionally charged, consumer-focused work, the kind of creative work that allows us to employ the full-range of agency talent and capabilities to generate the type of attention for Hyatt’s brands that truly moves the needle,” said MullenLowe US chief executive Lee Newman.

Hyatt recently also consolidated its PR with Golin and Cohn & Wolf following two reviews.The hotel chain is continuing to work with PHD and We Are Social.

Its hospitality brand portfolio comprises of Park Hyatt, Grand Hyatt, Andaz, Hyatt Regency, Hyatt Centric, Hyatt, Hyatt Place, Hyatt House, Hyatt Ziva, Hyatt Zilara, Hyatt Residences and The Unbound Collection by Hyatt.

Anna Dobbie


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