Whitbread splits 12m media account

Whitbread is understood to have split its 12m media planning and buying business between ZenithOptimedia, which will handle the 9m Premier Inn account and PHD, which will handle its pubs and restaurants business.

Whitbread is understood to have split its £12m media planning and buying business between ZenithOptimedia, which will handle the £9m Premier Inn account and PHD, which will handle its pubs and restaurants business.

The pitch was called by the leisure company earlier this summer just two years after it consolidated the £12m account into Starcom. The incumbent declined to repitch. It is thought that PHD will handles such as Beefeater and Costa Coffee.

The media appointment comes just weeks after Whitbread appointed RKCR/Y&R to handle the advertising account for Premier Inn. The agency is developing a campaign that aims to raise awareness of its rebrand from Premier Travel Inn. It is not clear if there was an incumbent for the advertising agency.

Catriona Lougher-Smith, head of brand marketing at Premier Inn, says: “This is a significant step for us, and our campaign will enable us to widen our appeal beyond our existing success in the business market.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here