Best Western appoints the SHARP Agency
Best Western Hotels has appointed the SHARP Agency in Huddersfield to handle its brand and direct marketing activities following a four-way pitch.
The year-old agency was joined in the pitch by London-based digital outfit Clicktag, which will be partnering with SHARP to deliver digital requirements.
Tim Wade, head of marketing at York-based Best Western GB, said: "SHARP presented an innovative approach to engage our hotel members and customers.
"After seeing their track record of brand, data planning and direct response on leading brands, we believe that this young Huddersfield agency has got what it takes to make a real difference to Best Western GB."
The agency said it was hired after presenting its 'Co-Create by SHARP' approach to the client. 'Co-Create' sees the agency involve key stakeholders - such as prospects, customers or intermediaries - in the entire campaign development process "from audience insight to idea generation to concept testing".
Creative partner Richard Sharp said: "The Best Western proposition ‘Hotels with Personality’ immediately lent itself to doing some co-creation with its individual members. This ambitious brand has the potential to significantly strengthen its position in Great Britain and SHARP will be focusing its talent and energy to help achieve this."