• by Steve McClellan  @mp_mcclellan, October 21, 2019

Travel guidance platform TripAdvisor has appointed independent agency Mother be the brand's new global creative agency of record.

The business will be led out of its New York office.   

New creative work from the agency is scheduled to coincide with TripAdvisor's 20th anniversary in 2020. As part of the celebration, the client plans to introduce upgraded features and tools to enable faster, more personalized recommendations and advice from travelers. 

In September, TripAdvisor named Havas Media as its global media buying agency of record and tasked it with developing an integrated approach to both offline and digital brand building. 

"Brilliant creativity and smart, savvy communications planning and behaviors have the ability to drive business impact and change the course of a company's history," stated Lindsay Nelson, president, TripAdvisor Inc. "But it won't happen without a willingness to turn the status quo upside down, and collaborate with partners in unexpected ways.

"The ability to do so starts with identifying the partners who are up for the ride, and we've found that in both Mother and Havas," she noted.