McCann-Erickson has picked up the 1m UK Marriott Hotel chain account from FCB Advertising.
The switch follows the agency’s success in the US, where McCann won the account in February.
FCB retains the business across Europe but is now likely to come under pressure from McCann as a result of the UK win. It is the first Marriott business to move out of FCB.
The focus of the account will be posters and print, although a McCann insider claims that “discussions about larger budgets are continuing”.
Last year, Marriott spent just under 600,000, according to Register-MEAL figures, but its spend across Europe is believed to be closer to 3m.
“Marriott wants to develop a global advertising campaign in support of its strategic goal to be the best hotel brand worldwide,” says Marriott director of international field marketing Susan Thronson.
“The McCann-Erickson London appointment continues an alignment with the McCann network which began earlier this year in New York.”
The London office will develop creative work, although the US branch will act as strategic base for the account.