Choice Looks For New Agency

SILVER SPRING, MD Choice Hotels International is conducting an agency review for its consumer advertising account, estimated at $35-40 million.

The decision to launch the review is a result of the new strategic direction recently implemented by Choice to meet the needs of specific consumer segments and by the arrival of Wayne Wielgus as senior vp/marketing. Wielgus joined Choice last month from Best Western International, where he was vp/global marketing.

Choice has started contacting agencies within the Washington-New York-Boston corridor that possess the ability to develop and evolve a long-term strategic campaign to build a stronger consumer image for Choice and its hotel brands.

Gray, Kirk/VanSant of Baltimore is the incumbent agency. Choice has hired Bajkowski & Partners, a New York-based firm, to handle the review. (10/20/00)