Interactive accenture, consulting behemoths, which are increasingly encroaching on the traditional advertising domains of the stores, was selected as the global Agency experience Radisson group record.
The Department will focus on strengthening and transformation of the digital presence of the brands, hospitality companies and hotels to improve their relationships with existing and potential customers. Accenture will service brands, including collection, Radisson, Radisson Blu, Radisson, Radisson red, Park INN by Radisson and hotel Radisson. Together, these brands represent more than 1,100 hotels in 80 countries, said in a press release.
“In a crowded space, the hospitality, the Radisson group are seeking to differentiate themselves from the rest through individual and meaningful experiences and making each moment matter for our guests—starting with a simple Google search for an unforgettable holiday in one of our hotels, after engagement and loyalty,” Remy Merckx, Vice President, digital at the Radisson, the report said.
He added: “we are pleased to cooperate with the leader of the digital industry, including accenture, to help us achieve this vision.”
Accenture said that he had already begun work on creating a bot for a group of hotels. Business, pulling out their dedicated travel industry group will also focus on the application of technology and personal data and targeted campaigns across all digital channels and creating unique content to drive traffic and new business to the Radisson.
The size of the new remit is unclear at this time.
“We have studied the influence on the perception of travelers personalized marketing campaigns,” said Mercedes Oblanca, managing Director of the accenture travel industry group in Europe. “The attraction of tourists significantly increased in brand communication consistently personalised through various channels and along the traveller’s journey”.
Press Secretary accenture did not immediately respond to a request about whether this new partnership after the RFP or an official Agency comments.
But it doesn’t matter. The relationship should raise a red flag or two for traditional agencies, which have grown linked with the recent wave of consultants to enter pitches and the acquisition of indie shops. In the fourth quarter earnings call in March, WPP, recently left CEO Martin Sorrell said that the holding company has faced accenture and other consulting giants in the field, but claimed to have won most of them.
In a recent teleconference on the financial activities of WEC co-chief operating officer mark read admitted that his network is “all” competing with accenture and Deolitte for business. And over the past few months, the former won a big business for brands ranging from Maserati to the Vatican.
“The Radisson group, the experience Agency, we can offer a new approach to building creative Digital campaigns and a solid channel strategy to increase brand equity, revenue growth and support the love” Anatoly Roytman, Accenture interactive lead in Europe, Africa and Latin America, the report said. “Taking a holistic approach to data, creativity and marketing technologies means that we can support the Radisson group, to deliver market-leading digital campaigns.”
The Radisson, the Group is in is going through a period of transformation that included consolidating several of its brands last year. This step was caused by the Chinese conglomerate hna group on the acquisition of a majority stake in the parent of the Radisson Carlson Rezidor in December 2016. Worldwide, Radisson struggling to manage the business and saw its net income will fall to 83% in 2017.
Kantar media announced the Radisson spent on advertising in the U.S. last year, $1 million, down from $1.6 million in 2016.