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Publicis Groupe takes control of Shangri-La brands with DigitasLBi selected as lead agency

LaPublicis Groupe agencies will run all the creative, digital and media accounts for Shangri-La Hotels and Resorts, with marketing and technology outfit DigitasLBi the lead agency, the hotel company has said.

DigitasLBi will be supported by BBH and media agency Zenith.

The integrated team will work on brand and creative strategy, digital platforms, social media, customer relationship management, and media planning and buying across global markets for the Shangri-La, Hotel Jen, Kerry Hotels and Golden Circle brands.

Shangri-La, which ended its six-year relationship with Ogilvy earlier this year, said the appointment of a digitally-focused agency is in line with what it described as its “data-led marketing approach”.

DigitasLBi has already been working on with Golden Circle, Shangri-La’s loyalty program.

“The way consumers connect and engage with brands has and continues to evolve at a rapid pace,” said Shangri-La International Hotel Management chief marketing officer Steven Taylor.

“Consumers are in a constant state of evaluation and use multiple channels and devices to research and purchase travel.”

Taylor said 50 per cent of total travel sales will involve more than one device in 2016 while consumers are spending more time and visiting more sites when researching travel online.

“Brands today need to be able to look across the entire customer journey in all its complexity, and obtain a holistic view of how consumers connect and be able to respond to ongoing conversations around the brand at a moment’s notice,” he Taylor.

Shangri-La is currently redesigning its branded digital presence to deliver a “responsive, authentic and personalised guest experience”, the hotel group said.

Prior to consolidating its agency relationship with Publicis, Shangri-La had been working with multiple agencies.

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