InterContinental Hotels Group (IHG) named Ogilvy & Mather its agency of record for global customer marketing, working across a broad range of marketing disciplines on April 13.
The relationship puts IHG’s global CRM, direct and media duties in the hands of WPP Group agencies. Ogilvy’s sister agency Mindshare won global media duties last year, and IHG selected StrongMail in January to manage its e-mail marketing.
The official relationship will begin with a phased implementation in the next month, IHG spokesperson Stephen Boggs said. IHG has worked with the agency, mainly its OgilvyAction arm, on projects for 10 years.
Boggs declined to comment Ogilvy’s specific duties, and said a schedule for releasing work to the market is being planned. Boggs declined to name other agencies on the company’s roster
Boggs cited efficiency and scale as the two determining factors that set Ogilvy apart from other agencies, which he declined to name, in the pitch process.
“This aligns with our effort to consolidate within one agency that can work across teams globally,” he said. “There is more efficiency in the process that way.”
An Ogilvy representative referred calls to IHG.
