InterContinental appoints Mindshare

InterContinental Hotels Group, owner of the Holiday Inn, InterContinental and Crowne Plaza brands, has appointed Mindshare to handle its $80 million (£60 million) media planning and buying business.

It is thought that Mindshare pitched against OMD and Starcom to secure the account. Carat previously handled most of the European business and failed to make the final pitch list. Media Planning Group was previously the incumbent on the Intercontinental brand.

ICH has confirmed the appointment. Last month ICH reported profits up 13 per cent last year but warned of deteriorating prospects for the hotels business this year as the recession bites.

The group launched the new brand Hotel Indigo into t he UK in January with the first site at London Paddington. Marketing for the brand is being overseen b y marketing director Louise O’Shea.

The brand has been created to offer the feel of a boutique hotel allied with the benefits of a large hotel group. ICH has also launched the business traveller brands Staybridge Suites.

Mindshare is currently defending its Britvic brands account after the soft drinks company called a pitch. The planning and buying parts of the business could be split and separate pitches have been held.

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