The scope of work will include search engine marketing, search engine optimisation, social, and display media. The account will be led out of the US with a focus on key markets, particularly in Asia.
According to PHD, the agency won on the strength of its ability to provide global infrastructure as well as local, direct support.
"PHD has enjoyed a successful partnership with Hyatt since being appointed agency of record in North America in 2008. We’re delighted to be growing this relationship on a global scale thanks to our localised expertise across key markets," said Mike Cooper, global chief executive officer of PHD.
Cheuk Chiang, Asia-Pacific chief executive officer for PHD, says there will be significant opportunity and work for the agency in Asia. “At PHD, we are consistently leveraging developments in digital platforms to deepen brand engagement," he told Campaign. "It is with great excitement that we take this assignment to work with Hyatt and engage with their customers through customised formats leveraging the best of social media and search applications.”
Currently, Hyatt has 21 properties in China and has a further nine scheduled for 2012. Earlier this year, the hotel group announced plans to build 30 hotels in India over the next five years.