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Score 57 - Close Watch: Marriott International loses global CMO amid spend increases
Marriott International will see Global CMO Karin Timpone depart at the end of the year to pursue opportunities elsewhere. A replacement has not yet been named, but we'll update you when we hear of one since agency changes will likely follow such an appointment.
With that in mind, agencies and martechs should reach out to lower-level marketing personnel to stay top-of-mind. We recommend Rebecca Schoepfer, who was promoted from global learning & development VP to brand, marketing, planning & services, digital, distribution, revenue strategy & global sales VP in July. You can view additional personnel the company recently brought on here.
Winmo states the hotel chain currently employs a number of agencies like MMGY Global (PR & social since 2013). Focus pitches on differentiating Marriott International from competitors like Hilton Hotels, InterContinental Hotels and Hyatt Hotels.
Keep in mind that the company has a number of initiatives it is currently working on. It plans to launched a digital tool for meeting and event planners - Marriott Bonvoy Events.
These initiatives suggest a focus on younger consumers (millennials and Gen-X) as well as business decision makers, contrary to its usual wide-reaching demographic. It typically uses digital, print, outdoor, radio and TV, but this strategy may change under the new marketing leader. We will likely also see the new leader continue the recent spend increases.
Because the new marketing leader will shake up strategy and spend, we encourage sellers to reach out now. Marriott International typically spends the most during Q2 and Q4. As noted, it has a wide demographic, but seems to be focusing specifically on millennials, Gen-X and business decision makers right now.
iSpot reports YTD national TV spend has amounted to $75.1m and been placed on male-focused programming (see targeting right). Spend in the same timeframe of 2018 totaled $30.2m and saw a more diverse array of shows (see targeting right). Full 2018 spend totaled $37.1m, a decrease from the $72.1m spent in 2017.
Adbeat reports digital display over the last 12 months has totaled $16.6k, a massive increase from the $1.6k spent during the 12 months prior. Ads are placed primarily via Amazon Advertising (38%), direct buy (34%) and Conversant (16%) onto sites like seriouseats.com, spanishdict.com, wikihow.com, gq-magazine.co.uk and yourdictionary.com.
The hotel company has also been known to use outdoor, print and radio. Print and outdoor increased from Q1 2018 to Q1 2019, but radio decreased. In fact, Marriott did not spend anything on radio in Q1 2019, according to Kantar.