HONG KONG: Four Seasons Hotels has selected Text100 Hong Kong to handle its digital and email marketing duties in Asia-Pacific, displacing TBWA.
Sources have told Campaign Asia-Pacific that the final pitch was between incumbent agency TBWA Hong Kong, Alchemy Hong Kong, and Text100.
The win is a coup for Text100, formerly known as Bite Asia-Pacific, as the agency is best known for its work in PR. It is believed that TBWA retains the hotel brand’s global creative account, which is under review. The review, which was launched in August, is managed by R3. The Four Seasons spends an estimated $40 million annually on media.
TBWA has held the global creative account since 2012 when its London office beat Young & Rubicam and M&C Saatchi.
The review was triggered by the hotelier’s growth in China, Brazil, and India, AdWeek reported when the pitch began. The company is also looking to place greater emphasis on digital marketing.
When contacted, TBWA declined to comment. R3, Text100, and the Four Seasons all could not be reached by press time.
This story originally appeared on the website of Campaign Asia-Pacific.