Razorfish Sheraton win is good news for Publicis Groupe’s digital strategy

Sheraton Hotels and Resorts has appointed Publicis Groupe-owned Razorfish as its lead agency, working with PG sibling Kaplan Thaler Group. Sheraton spends around $24m in the US.

Razorfish, which PG bought from Microsoft for $500m in 2009, has handled Sheraton’s media planning and research since 2003 but is hailing Sheraton as a breakthrough in digital-based agencies taking on lead creative duties.

Sheraton, which has just complete a $6bn makeover, a process that included the closure of 35 hotels, saw pitches from digital and traditional agencies.

Kaplan Thaler, also a part of PG, was formed by CEO and CCO linda Kaplan Thaler in 1997. Its positioning is based on the notion of Bang! This, the agency, says is how you get noticed in an increasingly noisy world.

PG boss Maurice Levy has invested heavily in digital acquisitions (PG also bought Digitas) which now operate under the company’s Vivaki umbrella.

Levy will be especially pleased to see Razorfish apparently broadening its appeal out of online for such a famous client name.

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