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Hilton selects MediaCom as media agency of record

Hilton has selected WPP's MediaCom as its media agency of record for cross-channel planning and traditional media buying following a review.

“We selected MediaCom for its ability to help us reach our target audiences worldwide with our message of unmatched hospitality.” said a Hilton spokesman.

Hilton has more than 5,300 hotels in 106 countries and territories, according to the company.

Last November, Hilton appointed TBWA as its global creative agency. The hotel chain has also been promoting direct bookings, as opposed to booking with online travel agencies, with its wide-reaching “Stop Clicking Around” campaign. Such efforts appear to be paying off: Hilton generated $2.1 billion in total revenue for the first quarter of 2018, a 10 percent rise over the year-earlier period.

Last year, Hilton spent $60.4 million on measured media in the U.S., according to Kantar Media. Comvergence, an international research company that tracks agency pitches, estimates Hilton’s global media spend at $90 million, while consultancy R3 estimates the global spend at around $150 million.

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MediaCom is named Media Network of the Year at Cannes Lions 2018