Cruise company Carnival Corporation has announced that Omnicom’s PHD will serve as its media agency in North America and the UK.
The consolidation stems from Carnival Corporation’s desire to “improve the strategic coordination of media planning and buying across multiple brands in two of the world’s largest regions for cruise vacations” in an effort to cut costs.
According to Omnicom, Carnival Corporation’s seven brands in North America and the UK accounted for $116m in media spend last year.
PHD is the incumbent agency for two of Carnival Corporation’s brands in the US, Carnival Cruise Line and Cunard Line. Previously, a number of agencies from different holding companies were handling media duties for Carnival Corporation’s ten brands. With the consolidation, PHD will now serve as media agency for Princess Cruises, P&O Cruises UK, Seabourn, Fathom and Holland America Line.
Josh Leibowitz, chief strategy officer for Carnival Corporation, said of the consolidation: “We are excited to partner with the team at PHD across our leading portfolio of cruise brands in North America and in the UK. Bringing together our brands to work with a world class agency like PHD enables us to further enhance our digital and traditional media strategies to grow demand for cruising as the world’s best vacation choice.”
PHD’s New York office will serve as the headquarters for the account.