Hard Rock International has selected New York-based agency The Fearless Group as its media-buying agency of record for 2015, the company confirmed Tuesday.
Hard Rock said The Fearless Group will provide strategic analysis and implement advertising buys in the digital and mobile media space for the brand, including both its cafe and hotel businesses.
Hard Rock spent about $19 million on ads in 2013 and approximately $13.3 million in the first nine months of 2014, according to Kantar. Hard Rock International operates 198 venues in 63 countries, including 152 cafes, 21 hotels and 10 casinos.
“We’ve been searching for the perfect advertising partner, and we believe we have found the best match with the Fearless Group,” said Hard Rock’s Sebastian Quinn.
The Fearless Group’s Robert Davidman added: “This coming year, we will be working to integrate this legendary brand into the forefront of key digital media opportunities and beyond.”
The addition of The Fearless Group rounds out an agency team that includes The Zimmerman Agency, which handles global public relations efforts for the Hard Rock Hotel and Casinos and Coyne PR, which handles global public relations efforts for the brand and Hard Rock Cafes.
This story has been updated to include ad spending data from Kantar.