Hyatt Selects Assembly as Paid Global Media Agency of Record

Rhea-AI Summary

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.

Positive

• 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)

Negative

• None.

News Market Reaction – STGW

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On the day this news was published, STGW declined 6.56%, reflecting a notable negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Assembly, part of the Stagwell (NASDAQ: STGW) Challenger Network, brings global paid media strategy with innovative, omnichannel expertise for Hyatt 

NEW YORK, April 3, 2025 /PRNewswire/ -- Assembly, a leading global media agency, has been named the paid global media agency of record (AOR) for Hyatt and will support World of Hyatt, Hyatt's award-winning guest loyalty program that offers more awards and more ways to experience wellbeing in more destinations and unites Hyatt's five distinct brand portfolios, including Luxury, Lifestyle, Inclusive, Classics and Essentials. Effective April 1, Assembly will oversee brand performance media strategy, planning, and buying. The relationship follows a competitive review and marks a significant milestone for both organizations.

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, North America CEO at Assembly. "Hyatt's ambition aligns seamlessly with our known expertise for creating connected omnichannel experiences that drive clients' brands to perform."

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 

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SOURCE Assembly

FAQ

What is the scope of Assembly's role as Hyatt's global media agency of record (STGW)?

Assembly will manage brand performance media strategy, planning, and buying globally for Hyatt, unifying full-funnel media operations across all markets and portfolios.

When will Assembly begin its media agency services for Hyatt (STGW)?

Assembly's role as Hyatt's global media agency of record became effective April 1, 2025, with the first campaign expected to launch in summer 2025.

What are the key performance metrics for Assembly's partnership with Hyatt (STGW)?

Success will be measured through Hyatt's brand health tracker, engagement rates, and return on ad spend (ROAS).

How will Assembly support World of Hyatt's 'Be More Here' platform (STGW)?

Assembly will focus on elevating the platform through data-led approaches and innovative thinking to deliver performance outcomes across Hyatt's brand portfolio.