Hyatt Selects Assembly as Paid Global Media Agency of Record
Assembly, a Stagwell (NASDAQ: STGW) company, has been appointed as the paid global media agency of record for Hyatt, effective April 1. The appointment follows a competitive review and represents Hyatt's strategic initiative to consolidate its full-funnel global media planning and buying efforts under one agency.
Assembly will be responsible for overseeing brand performance media strategy, planning, and buying, with a focus on supporting the World of Hyatt loyalty program across its five brand portfolios: Luxury, Lifestyle, Inclusive, Classics, and Essentials. The agency's key objectives include growing awareness, increasing engagement, and driving bookings for Hyatt's brand portfolio, including expanded luxury offerings through Mr & Mrs Smith and Under Canvas.
Success metrics will be measured through Hyatt's brand health tracker, engagement rates, and return on ad spend (ROAS). The first campaign under this new partnership is scheduled to launch in summer 2025.
Assembly, un'azienda di Stagwell (NASDAQ: STGW), è stata nominata come agenzia media globale retribuita di riferimento per Hyatt, a partire dal 1 aprile. Questa nomina segue una revisione competitiva e rappresenta l'iniziativa strategica di Hyatt di consolidare i suoi sforzi di pianificazione e acquisto media globali sotto un'unica agenzia.
Assembly avrà il compito di supervisionare la strategia media per la performance del brand, la pianificazione e l'acquisto, con un focus sul supporto del programma di fidelizzazione World of Hyatt attraverso i suoi cinque portafogli di brand: Luxury, Lifestyle, Inclusive, Classics ed Essentials. Gli obiettivi principali dell'agenzia includono aumentare la consapevolezza, incrementare l'engagement e stimolare le prenotazioni per il portafoglio brand di Hyatt, comprese le offerte di lusso ampliate tramite Mr & Mrs Smith e Under Canvas.
I parametri di successo saranno misurati attraverso il tracker della salute del brand di Hyatt, i tassi di engagement e il ritorno sulla spesa pubblicitaria (ROAS). La prima campagna sotto questa nuova partnership è prevista per l'estate 2025.
Assembly, una empresa de Stagwell (NASDAQ: STGW), ha sido designada como agencia de medios global pagada de referencia para Hyatt, a partir del 1 de abril. Esta designación sigue a una revisión competitiva y representa la iniciativa estratégica de Hyatt para consolidar sus esfuerzos de planificación y compra de medios globales en una sola agencia.
Assembly será responsable de supervisar la estrategia de medios de rendimiento de marca, la planificación y la compra, con un enfoque en apoyar el programa de lealtad World of Hyatt a través de sus cinco portafolios de marcas: Luxury, Lifestyle, Inclusive, Classics y Essentials. Los objetivos clave de la agencia incluyen aumentar la conciencia, incrementar el compromiso y fomentar las reservas para el portafolio de marcas de Hyatt, incluidas las ofertas de lujo ampliadas a través de Mr & Mrs Smith y Under Canvas.
Los métricas de éxito se medirán a través del rastreador de salud de marca de Hyatt, las tasas de compromiso y el retorno de la inversión publicitaria (ROAS). La primera campaña bajo esta nueva asociación está programada para lanzarse en el verano de 2025.
Assembly는 Stagwell (NASDAQ: STGW) 소속 회사로, 4월 1일부터 Hyatt의 글로벌 유료 미디어 대행사로 임명되었습니다. 이번 임명은 경쟁 리뷰를 바탕으로 하며, Hyatt가 미디어 계획 및 구매 활동을 단일 대행사 아래 통합하려는 전략적 이니셔티브를 나타냅니다.
Assembly는 브랜드 성과 미디어 전략, 계획 및 구매를 감독하며, Hyatt의 다섯 가지 브랜드 포트폴리오인 Luxury, Lifestyle, Inclusive, Classics, Essentials를 통해 World of Hyatt 로열티 프로그램을 지원하는 데 중점을 둡니다. 이 대행사의 주요 목표는 Hyatt의 브랜드 포트폴리오에 대한 인지도를 높이고, 참여를 증가시키며, 예약을 촉진하는 것입니다. 여기에는 Mr & Mrs Smith 및 Under Canvas를 통한 고급 옵션 확대가 포함됩니다.
성공 지표는 Hyatt의 브랜드 건강 추적기, 참여율 및 광고 지출 수익(ROAS)을 통해 측정됩니다. 이번 새로운 파트너십 하에 첫 캠페인은 2025년 여름에 시작될 예정입니다.
Assembly, une entreprise de Stagwell (NASDAQ: STGW), a été désignée comme agence média mondiale rémunérée de référence pour Hyatt, à compter du 1er avril. Cette nomination fait suite à un examen compétitif et représente l'initiative stratégique de Hyatt de consolider ses efforts de planification et d'achat de médias mondiaux sous une seule agence.
Assembly sera responsable de la supervision de la stratégie médiatique de performance de marque, de la planification et de l'achat, en mettant l'accent sur le soutien du programme de fidélité World of Hyatt à travers ses cinq portefeuilles de marques : Luxury, Lifestyle, Inclusive, Classics et Essentials. Les objectifs clés de l'agence incluent l'augmentation de la notoriété, l'accroissement de l'engagement et la stimulation des réservations pour le portefeuille de marques de Hyatt, y compris les offres de luxe élargies via Mr & Mrs Smith et Under Canvas.
Les indicateurs de succès seront mesurés par le suivi de la santé de la marque de Hyatt, les taux d'engagement et le retour sur les dépenses publicitaires (ROAS). La première campagne sous ce nouveau partenariat est prévue pour l'été 2025.
Assembly, ein Unternehmen von Stagwell (NASDAQ: STGW), wurde ab dem 1. April als bezahlte globale Medienagentur für Hyatt ernannt. Diese Ernennung folgt einer Wettbewerbsprüfung und stellt Hyatts strategische Initiative dar, seine umfassenden globalen Medienplanungs- und Einkaufsaktivitäten unter einer einzigen Agentur zu konsolidieren.
Assembly wird verantwortlich sein für die Überwachung der Medienstrategie zur Markenperformance, Planung und Einkauf, mit einem Fokus auf die Unterstützung des World of Hyatt Treueprogramms über seine fünf Markenportfolios: Luxury, Lifestyle, Inclusive, Classics und Essentials. Zu den Hauptzielen der Agentur gehören die Steigerung der Bekanntheit, die Erhöhung des Engagements und die Förderung von Buchungen für Hyatts Markenportfolio, einschließlich erweiterter Luxusangebote über Mr & Mrs Smith und Under Canvas.
Der Erfolg wird durch Hyatts Marken-Gesundheits-Tracker, Engagement-Raten und den Return on Ad Spend (ROAS) gemessen. Die erste Kampagne im Rahmen dieser neuen Partnerschaft soll im Sommer 2025 starten.
- Strategic consolidation of global media operations under one agency, potentially improving efficiency and cost-effectiveness
- Expansion into luxury market segment through Mr & Mrs Smith and Under Canvas partnerships
- Implementation of measurable performance metrics (ROAS, brand health, engagement rates)
- None.
Insights
Stagwell's Assembly securing the global media agency of record position for Hyatt represents a significant win with meaningful financial implications. The deal covers Hyatt's entire global media planning and buying efforts across its five distinct brand portfolios, creating a substantial expansion of Stagwell's client roster with a premium global hospitality brand.
The comprehensive nature of this account is particularly valuable - Assembly will manage the full-funnel media strategy including brand performance, planning, and buying functions. This consolidation of services under one agency typically commands higher fees and creates deeper client integration, reducing account vulnerability.
Hyatt's motivation to streamline operations by centralizing media functions with a single agency partner indicates this is a strategic long-term relationship rather than a project-based engagement. The mention that Assembly won through a competitive review process demonstrates the agency's strong market position against established competitors.
While specific contract values aren't disclosed, global hospitality accounts of this scale typically represent
This Hyatt partnership represents a strategic advancement in Stagwell's positioning within the high-value travel and hospitality vertical. The deal's structure is particularly favorable as it consolidates previously fragmented media functions into a single global media AOR relationship—exactly the type of integrated assignment that drives meaningful operating margins for agency holding companies.
The client's emphasis on Assembly's "data-led approach" and "innovative thinking anchored in performance outcomes" aligns perfectly with Stagwell's market differentiation as a digital-first challenger network. This validates their investment thesis and technology-forward approach in a competitive landscape dominated by legacy holding companies.
Performance marketing assignments with clear ROI metrics—specifically the mention of return on ad spend (ROAS) as a success metric—typically command premium pricing while creating opportunities for performance-based compensation structures that can drive margin expansion.
The competitive nature of the review process indicates Stagwell is successfully competing for and winning business against both traditional agency holding companies and newer digital-focused competitors. With travel spending continuing to recover post-pandemic, securing a flagship client in this sector positions Stagwell to capture additional hospitality accounts seeking similar digital transformation partners.
Assembly, part of the Stagwell (NASDAQ: STGW) Challenger Network, brings global paid media strategy with innovative, omnichannel expertise for Hyatt
The appointment reflects Hyatt's strategic move to unite its full funnel global media planning and buying efforts with one agency, streamlining operations, and media impact across markets and portfolio.
"Assembly will continue to elevate the World of Hyatt "Be More Here" platform, which encourages guests, members, and customers to lean into the transformative powers of travel that you can only experience with Hyatt," said Jennie Peelle, global head of media, Hyatt. "Centralizing how we plan and buy media will ensure we meet our audience with care, choice, and recognition at the heart of every interaction. We believe that Assembly's data-led approach, innovative thinking anchored in performance outcomes, and strategic capabilities will support us in doing that."
As the paid global media AOR, Assembly will focus on growing awareness, increasing engagement, and driving bookings for Hyatt's extensive brand portfolio, expanded luxury and boutique hotels through Mr & Mrs Smith and Under Canvas, and the variety of ways to earn and redeem points for hotel stays, dining and spa services, wellbeing-focused experiences through the FIND platform; as well as the benefits of Hyatt's strategic loyalty collaboration with American Airlines AAdvantage®. For Assembly, key metrics for success will include performance on Hyatt's brand health tracker, engagement rates, and return on ad spend (ROAS).
"Hyatt is an exciting ensemble of beloved brands, and we are thrilled by the opportunity to be their trusted media agency," said Jill Kelly,
Assembly's track record of driving growth through agility and innovation lived by its proposition to find the change that fuels growth made it the ideal agency for Hyatt.
The first campaign is expected to launch later this summer.
The term "Hyatt" is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.
ABOUT WORLD OF HYATT
World of Hyatt is Hyatt's award-winning guest loyalty program uniting participating locations in Hyatt's Luxury Portfolio, including Park Hyatt®, Alila®, Miraval®, Impression by Secrets, and The Unbound Collection by Hyatt®; the Lifestyle Portfolio, including Andaz®, Thompson Hotels®, Dream® Hotels, Breathless Resorts & Spas®, JdV by Hyatt®, and me and all hotels; the Inclusive Collection, including Zoëtry® Wellness & Spa Resorts, Hyatt Ziva®, Hyatt Zilara®, Secrets® Resorts & Spas, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Sunscape® Resorts & Spas, and Alua Hotels & Resorts®; the Classics Portfolio, including Grand Hyatt®, Hyatt Regency®, Destination by Hyatt®, Hyatt Centric®, Hyatt Vacation Club®, and Hyatt®; and the Essentials Portfolio, including Caption by Hyatt®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove. Lifestyle Portfolio brands The Standard®, The StandardX and Bunkhouse® Hotels will participate in World of Hyatt in the future. Members who book directly through Hyatt channels can enjoy personalized care and access to distinct benefits including Guest of Honor, confirmed suite upgrades at time of booking, diverse wellbeing offerings, digital key, and exclusive member rates. With 54 million members and counting, World of Hyatt offers a variety of ways to earn and redeem points for hotel stays, dining and spa services, wellbeing focused experiences through the FIND platform; as well as the benefits of Hyatt's strategic loyalty collaboration with American Airlines AAdvantage®. Travelers can enroll for free at hyatt.com, download the World of Hyatt app for android and IOS devices and connect with World of Hyatt on Facebook, Instagram, TikTok and Twitter.
ABOUT ASSEMBLY
Assembly is a leading global omnichannel media agency that merges data, talent, and technology to catalyze growth for the world's most esteemed brands. Our holistic approach weaves together compelling brand narratives with a comprehensive suite of global media capabilities, driving performance and fostering significant business expansion. Our initiatives are powered by STAGE, our proprietary operating system, and executed by a dedicated global team of over 2,300 professionals across 35 offices worldwide. Committed to purposeful action, Assembly leads the way in social and environmental impact within the agency realm. As a proud member of Stagwell, the challenger network designed to revolutionize marketing, Assembly continues to set new standards of excellence. For more information, please visit assemblyglobal.com.
PR Contact
Mariana Delacqua
Mariana.Delacqua@assemblyglobal.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/hyatt-selects-assembly-as-paid-global-media-agency-of-record-302419981.html
SOURCE Assembly
FAQ
What is the scope of Assembly's role as Hyatt's global media agency of record (STGW)?
When will Assembly begin its media agency services for Hyatt (STGW)?
What are the key performance metrics for Assembly's partnership with Hyatt (STGW)?
How will Assembly support World of Hyatt's 'Be More Here' platform (STGW)?
