Hyatt has consolidated its global paid media agency of record assignment with Stagwell agency assembly. The assignment includes supporting the brands loyalty program known as “World of Hyatt.”  

The company reported advertising expenses of $67 million in 2024. Agency research firm COMvergence estimates that $40 million of that is earmarked to measured media expenditures.  

The selection combines media duties for Hyatt’s five brand portfolios including Luxury, Lifestyle, Inclusive, Classics and Essentials.  

Jennie Peelle, global head of media, Hyatt, stated, "Centralizing how we plan and buy media will ensure we meet our audience with care, choice, and recognition at the heart of every interaction. We believe that Assembly's data-led approach, innovative thinking anchored in performance outcomes, and strategic capabilities will support us in doing that."  

The first campaign under the new relationship is expected to break this summer.  

The win follows Assembly’s appointment of Jill Kelly as North American CEO in January.  

Pictured above is Hotel X Toronto, part of the client's Destination By Hyatt brand.