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GSD&M Idea City | Agency Profile, Contacts, AOR, Client Relationships




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Main Telephone (512) 242-4736
Main Fax (512) 427-4700
Primary Address
828 West Sixth Street
Austin, TX 78703-5420
USA

GSD&M Idea City Contacts

Contacts (5/86)
Name Title State
Tim M. Co-Founder TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (512) 242-4736
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 828 West Sixth Street
Austin, TX
78703-5420
USA

Roy S. Co-Founder & Chairman TX
Judy T. Co-Founder TX
Duff S. Chief Executive Officer TX
J.B. R. Executive Vice President & Chief Marketing Officer TX

Client Relationships


Brand Service From To Media Spend
******** ********* ********* Media Buying, Media Planning unknown present ********
**** ***** media buying & planning 2015 present ********
********* **** AOR - creative 2000 present *
******* **** creative 2008 present *
**** ****, ***. AOR - creative 2007 present *******

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WinmoEdge

Score 69: On the Brink Update - Hampton Inn hires new global brand head


Update: Vulnerable Account Index, recently promoted Shruti Gandhi Buckley to global head of the brand. Previously, she worked as VP of strategic initiatives for Hilton, vice president and global brand manager of Marriott International's Fairfield Inn & Suites and Protea Hotels brands, and held various marketing and brand management positions at Nestle, Unilever, Estee Lauder, Chanel and National Geographic. 

Remember, Joshua Sloser was promoted to digital SVP in March and Jon Witter was in April. This is just another stepping stone on the path to review. 

TBWA

Sellers - Hampton's new campaign launched during the summer (more info below). Keep chasing those dollars through Q4 and Q2. For the past year, TV spend is $7.1M, down from 2016, according to Pathmatics. More info below. 


Below was originally published 7/12:

Hampton by Hilton has launched a new marketing campaign - "Real Travel." The campaign eschews Hampton's traditionally aspirational messaging, opting instead to feature "real travel occasions most travelers experience on the majority of their trips." Per Amy Martin Ziegenfuss, Hampton's VP of global marketing: "The new campaign message complements Hampton by Hilton's inclusive and authentic spirit and showcases how our hotel team members can make our guests' visits that much better."

The campaign includes cross-platform media, national TV, social, digital and PR efforts. Additionally, Hampton is partnering with Second City Works, the business arm of Second City improv, in order to launch the campaign. Appearing live on Hampton's Facebook on Aug. 2, SCW will "bring real travelers stories to life" at 1 pm and 4 pm, a social effort that will continue throughout the year using the hashtag #RealTravel.

rbb Communications is on PR. The campaign focuses on business, family and sports travel, so there should be some last-minute buys targeting a variety of audiences. Additionally, Hampton seems to be moving more spend into digital (away from TV), so sellers of that ilk should be looking for spend throughout the summer (it is likely spending will peak prior to Labor Day, at which point it will begin to decrease through the fall).

This digital shift comes just months after Hampton parent Hilton Worldwide promoted Joshua Sloser to digital SVP in March and added Jon Witter as chief customer officer in April.

Agency readers - GSD&M was tapped for creative project work for Hilton's All Suites brands last fall (more here), meaning the new relationship will likely remain in place for the time being. However, Witter was added to lead all branding and marketing efforts and if the current campaigns do not produce the ROI desired, he could be looking to switch up the roster, especially since that appointment was a consolidation (GSD&M has handled Hampton's creative since 2014, past average tenure now). Similarly, OMD West has handled Hilton work for some time now (right at 12 years, actually), and could also be on the chopping block soon.

Additional Information

Media Spend: According to Kantar Media, Hampton spent $13.8 million on measured media in 2016.

National TV Spend: Two new TV spots - "Flag Dancing" and "Names" - have debuted on national TV this month, per

For H1 2016, Hampton spent $6.2 million on national TV spots; full 2016 saw the chain spend $9.9 million.

Digital Breakdown: YTD, Hampton has spent $5.7 million on digital display ads, reports Pathmatics (353.7 million impressions). These ads have largely been split between desktop (44%) and online video ads (41%), and have mostly been placed site direct (97%). Top ad destinations include: youtube.com, tripadvisor.com, espn.com, cbssports.com and mapquest. com. For the same period 2016, $2 million was spent in this channel.

For full 2016, Hampton spent  $5.3 million on digital display ads, meaning H1 2017 spend has already surpassed spend for all of last year.