Marriott International, the largest global hotel company, will consolidate its entire paid media business under one roof and will make Publicis Groupe its new agency of record, Axios has learned. Creative agency partners will not change.
Why it matters: Marriott becomes the latest brand to leave MEC, now called Wavemaker, a WPP-owned agency that has handled most of the global media buying for Marriott since 2011. Also, a lot of money is at stake. According to Kantar Media, Marriott International spent roughly $194 million on paid media last year and $233 million in 2016 promoting its various brands in the U.S. and abroad.