TripAdvisor has awarded Mother its creative account following the appointment of Havas to manage its media, completing a new agency line up as it plans a different brand direction for the coming year.
TripAdvisor has said the agency shake up comes in preparation for the launch of a “new creative platform” in coincide with the brand’s 20th anniversary next year.
It wants to cement the brand as the “best guidance and planning destination,” it said, which will see it “introduce features and tools to enable faster, more personalised recommendations and advice from travellers that share the same needs and preferences.”
“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,” added Lindsay Nelson, president of the core experience business unit, TripAdvisor.
“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."
Mother will lead the account out of its New York office.
Little has been said on the direction the brand will take next year. However, it has hinted that future work will focus on bringing in a younger generation of users.
It appointed Havas Media as its global media buying agency of record last month in part due to the ties with parent company Vivendi, which can deliver access to talent via its other holdings including Universal Music Group and video gaming company Gameloft.
This relationship will help it "better engage new audiences of increasingly mobile and millennial travellers" it said at the time.