Hyatt Selects Assembly as Paid Global Media Agency of Record

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 organisations.

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. "Centralising 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.