Razorfish and Kaplan Thaler Group Win Sheraton Hotels & Resorts

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Agencies to promote Sheraton's upgraded properties.

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Even two years ago, it was unheard of for digital shops to be awarded lead agency status. And while Sheraton is certainly an innovator that is blazing the trail, we expect others to follow.

Following a recent review process that included several traditional and digital agencies, Razorfish and the Kaplan Thaler Group have been awarded a project assignment for Sheraton Hotels & Resorts, a division of Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT). Razorfish will serve as the lead agency. This new assignment extends Razorfish and Starwood’s relationship beyond media planning and search, an association which originally began in 2003.

In 2010, Sheraton completed a $6 billion investment in property improvements such as upgraded rooms and the development of the Link@SheratonSM experienced with Microsoft, a unique communications hub that enables today’s travelers to stay connected with instant access to information and technology for work, leisure and social networking. The brand’s multi-billion make-over included removing 35 properties that did not meet new brand standards, redesigning 300 lobbies worldwide, renovating 93 hotels, and opening 37 new hotels.

“With our newly-enhanced offering, we knew we needed to find a communications partner that would help us evangelize these improvements and bring to life our new brand positioning,” said Brian Povinelli, Vice President Brand Management, Sheraton North America. “We expected strong digital ideas, but the two agencies together brought a compelling point of view for the brand and the best ability to bring that positioning to life across all channels – online and off.”

“We’re thrilled to extend our relationship with Sheraton,” said Pete Stein, President of Razorfish East. “This is a significant win for us and is more proof that our digital DNA is a huge advantage. Even two years ago, it was unheard of for digital shops to be awarded lead agency status. And while Sheraton is certainly an innovator that is blazing the trail, we expect others to follow.”

“Sheraton is a market leader in every way,” added Linda Kaplan Thaler, CEO and Chief Creative Officer of the Kaplan Thaler Group. “We are delighted to be working with Razorfish on this world-class brand as its total communications partners.”

The work, which has already begun, is being led out of the New York offices of Razorfish and Kaplan Thaler.

About Razorfish
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, Spain, Singapore and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe’s (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.

About the Kaplan Thaler Group
The Kaplan Thaler Group has been ranked by industry publications as one of the fastest-growing advertising agencies in the U.S. and is touted for its breakthrough creative and immediate results. The Agency’s blue-chip client roster includes Procter & Gamble’s Dawn, Swiffer, Cascade and Aussie brands, Aflac Incorporated, Champion, Continental Airlines, Pfizer, U.S. Bank and Wendy’s. The Kaplan Thaler Group is part of the Publicis Groupe, one of the world’s largest communications holding companies. For more information, visit: http://www.kaplanthaler.com. Follow the Kaplan Thaler Group on Twitter: @ktgtweets.

About Sheraton Hotels & Resorts
Sheraton helps guests make connections at more than 400 hotels in 70 countries around the world and recently completed a $6 billion global revitalization and is now in the midst of a $5 billion global expansion over the next three years. Sheraton is owned by and is the largest and most global brand of Starwood Hotels & Resorts Worldwide, Inc., one of the leading hotel and leisure companies in the world with 1025 properties in 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis(R), The Luxury Collection(R), W(R), Westin(R), Le Méridien(R), Sheraton(R), Four Points(R) by Sheraton, and the recently launched Aloft(R), and Element SM. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit http://www.starwoodhotels.com.

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