Accor books UK agency for its luxury and premium hotels

Accor has appointed ANM Comms as its retained UK communications agency for its 'luxury' and 'premium' portfolio, following a competitive pitch.

The scope of work for the 'six-figure acccount' includes delivering integrated communications strategies and providing press office support to Accor's domestic and international brand portfolio.

It includes brands such as Fairmont Hotels & Resorts, Sofitel, MGallery, Pullman, Raffles, Mövenpick and Swissôtel.

ANM managing partner Annabel McAvoy said: "Accor’s unrivalled collection of brands, provides a rich proposition for creative communications strategies and we are thrilled to get started.

"The global portfolio includes destination hotels, resorts, hospitality and wellness experiences, each with a distinct brand character, including some of the best very best hotels in the world."

Sarah Wilson, director of communications of Accor Northern Europe, added: "ANM demonstrated exceptional understanding of our brands, the luxury and premium market and our strategic communication objectives. Accor are thrilled to welcome ANM into our agency mix to drive desirability and engagement for our Luxury & Premium brands in the UK market."

Luchford had won the luxury portfolio account in 2017. PRWeek understands the agency remains on the Accor roster and works on special projects, including hotel comms for Sofitel London St James, Raffles Residences in Paris and "luxury activations in the UK to promote specific properties in the MEA region".

Accor is one of the world’s biggest hotel groups, with a portfolio of 5,000 hotels, resorts and residences in 110 countries.

It has several agency partners on its roster, including Manifest, which handles UK comms for three of its brands: Ibis, Novotel and Mercure.

Last March, Ogilvy was hired to launch Accor’s global loyalty programme, Accor Live Limitless.

ANM Comms was launched in 2018 following the merger of APR (which previously served Accor) and Neville McCarthy.

Its clients include Alain Ducasse, Kings Cross Coal Drops Yard, Dom Pérignon, Veuve Clicquot, Savoir, Georg Jensen, Bloomberg Arcade, Ruinart and Walpole, among others.

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