The three finalists in the review were revealed to be GSD&M, Chicago-based Cramer-Krasselt and Los Angeles-based David & Goliath. Incumbent agency Y&R Chicago participated in the initial stages of the review, which included six agencies but was not selected as a finalist, Hilton Garden Inn & Hampton Hotels Vice President, Global Brand Marketing Judy Christa-Cathey told AdAge. Y&R Chicago remains on the Hilton roster, however, via its recently-won DoubleTree duties.
Christa-Cathey explained that the brand chose GSD&M because it “wanted an agency that had a clear understanding of the Hampton Inn brand and what makes it special,” also citing the agency’s “strong consumer insights and strategy, fresh creative and problem-solving skills.”
A new campaign is expected in early 2015, which will be aimed at millenials and “celebrating Hampton’s culture and hospitality.” Hampton Inn spent approximately $23 million on national measured media last year, according to Kantar Media.