AccorHotels has appointed iProspect as its global media agency of record, to drive their off and online media buying and performance strategies worldwide.

This follows acquisitions by iProspect’s parent group, Dentsu Aegis Network, and includes a rebranding of Dentsu Media.

AccorHotels and iProspect will begin the three-year partnership on June 1 2017, with the agency managing the integration of brand and performance campaigns spanning paid social, display, programmatic and offline channels to accelerate the brand’s growth strategy across key regions.

Singapore has been selected as one of the six regional hubs, where iProspect will manage AccorHotel’s digital and traditional media buying. Led by the headquarters in Paris, other regional hubs include Toronto, Sao Paolo, Warsaw, Cape Town and Dubai, which will be supported by 15 local markets.

Romain Roulleau, ecommerce and digital services director, AccorHotels, said: “Our major advertising communication challenges on digital and offline, will lead us to develop innovative formats and operations that aim to create original and bold campaigns, in order to increase significantly the attractiveness and the proximity of the group’s brands and of our digital platform.”

“It isn’t about Digital vs. TV or Brand vs Performance. It is about consumers and their ever evolving preferences,” said Ruth Stubbs, global president, iProspect.

“AccorHotels understands that that consumers use multiple channels to reach their decisions and only by aligning their message will they reach the right consumer with the optimum effect. For AccorHotels to entrust iProspect with its global media buying, encapsulates how iProspect’s data-led approach to end to end performance marketing is transforming our clients’ businesses.”

Joanna Catalano, chief executive officer, iProspect Asia Pacific, said: “AccorHotels understands and places the consumer journey at the core of its marketing and communications. In a competitive and ever-changing vertical, they value the power of data to differentiate. Given their ambitious plans for brand and geographic growth, we are privileged to partner with them as they continue to expand their Asia footprint.”