Our last prediction post. One more episode to go, at least until season 2 (just kidding). We may be the minority here, but we have stuck with this show for its entirety. For those keeping tabs, we have been 2 for 7 with our predictions.
Onto our analysis - the final episode features Bandujo Advertising (?not on Twitter?) and Jones Advertising @jonesads competing for Marriott’s Autograph Collection. The Autograph Collection is one of the biggest accounts on the show:
The Autograph Collection is a remarkable group of upper upscale and luxury independent hotels. These iconic properties are located in dynamic gateway cities and preferred destinations worldwide. Each one is unique, one of a kind and with its own distinct perspective.
From the Marriott site.
There’s only thirty-four of these boutique hotels in the hippest cities across the globe. According to the teaser, the brief is to build awareness for the Autograph Collection. Marriott has been expanding this relatively new luxury line of hotels (started in 2010) by acquisition or marketing agreements of designer hotels across the globe. They hope to have 60 by years end. The room rates are generally premium and a big part of Marriott’s rewards program. Marriott is attracting hotel owners to join in this nameplate by not enforcing strict brand rules- allowing local hotelier visionaries to have access to an international marketing and booking system, while keeping their unique character intact.
From watching the teaser, not that we trust any of the editing of the show or the teasers, this episode looks to have a lot of drama. In our office, we consider drama to be the enemy of creativity, so don’t expect brilliance from either shop in the whirlwind 1 week prep time frame.
Reviewing each agency’s website, they both have plugs for The Pitch. Bandujo features it prominently on the top of their site while Jones has a subtle post about it in their news section. Jones appears to focus on video and production in their portfolio and with a lot of Seattle based clients. They have an adorable ad for PetSmart. Bandujo draws New York-based companies, and have a few public service announcement ads that are shockingly effective.
Neither agency seems to be particularly web-savvy on their own, with little searchable content. Jones has a twitter account that’s been mostly ignored, Bandujo doesn’t seem to have one at all. Budujo has two “partner” firms- one a digital shop and the other is an interior designer which is a bit different, but may help with hooking into the hoteliers. They’ve also done work for Conde Naste- and Disney Vacation club, hinting at a bit more hospitality/lifestyle awareness.
Would either of these agencies be first choice of a luxury hotel brand? Probably not. DIGO from episode 7 had worked with Hard Rock, and there were probably other agencies that I’d trust more from the series with this account. McKinney had Audi for a few years, The Ad Store’s Paul Cappelli is pretty worldly and did well on his two appearances to those of us in the industry. As we’ve said all along, a good agency search consultant would be a huge plus to this show, along with giving the agencies a bit more time to develop their pitches.
For our prediction, we’re going to go with Bandujo. From a review of their work they seem to be better suited for Marriott as well as being a NY firm for a client in Bethesda Maryland. That being said, we haven’t had the best record of predicting these episodes.
Considering we actually liked episode 7, here’s to hoping that this final episode is the best one of the season. Look for our post show review to be posted by Tuesday night.