The firm behind hotel chains Holiday Inn, Crowne Plaza and Hotel Indigo will review agency support across its brands and major markets.
The review will affect all its PR agency relationships, including Henry’s House in the UK, Weber Shandwick in the US, Hill & Knowlton in China and Asda’a Burson-Marsteller in the Middle East. IHG’s total global PR spend is believed to be more than $2m annually.
Leslie McGibbon, IHG’s senior vice president, global corporate affairs, said: ‘We want to make sure we are getting the best use of the money we are investing in the area. This is an opportunity for our agencies to show us in detail what they can do for us.’
The company expects to make initial decisions after a one-month review period. At that stage, it may consolidate work among its current agencies, but there may also be an opportunity for new agencies to grab the business.
IHG owns seven brands and is the world’s largest hotel group by number of rooms.
The company has a nine-strong comms team in the UK, 13 in Atlanta and five in the Asia-Pacific region.