Millennial, Gen-X Opps: Hyatt taps new creative agency amid spend increases (Score 22)

Sales lead: This will impact the company's creative strategy & may lead to additional agency changes. 

• Hyatt picked up VMLY&R as its global lead creative agency in October 2023.
• The agency is tasked with helping the company reach a more diverse audience.
• This does not affect World of Hyatt's relationship with Ogilvy.  

Target demographic: Gen-X & millennials 

The company will likely:

• Continue increasing digital spend
• Launch an ad campaign/release fresh creative work
• Review other agency relationships/build out the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Hyatt spent around $6.6m on digital display ads YTD, more than double the $2.5m spent in this channel during the same time period of 2022. 
• YTD data: 1.2b impressions via Facebook (54%), Instagram (21%), mobile display (14%), desktop display (9%), YouTube (1%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend jumped from $1.8m in 2021 to $4.4m in 2022. 
• Ad location: It placed 82% of these ads directly onto sites such as facebook.com, instagram.com, stylemepretty.com, youtube.com, and arstechnica.com. It placed 18% of these ads through multiple indirect channels onto sites such as buzzfeed.com, espn.com, yahoo.com, huffpost.com, and southernliving.com. 

Additional channel insights  

• Vivvix: Hyatt also invests in OOH, print, radio, and local broadcast.
• Top podcasts sponsored: Tin Foil Hat With Sam Tripoli, Conversations, Self Helpful with Kevin Miller, The Paul Finebaum Show, and We Have Ways of Making You Talk. 

Agency analysis:

• Opportunity: Roster shifts tend to follow one another, so reach out now to see if Hyatt plans on making any more changes.
• Current roster
  • PHD USA: media buying & planning
  • Ogilvy - New York: creative, digital, & experiential AOR (World of Hyatt)

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.