Hyatt has chosen Assembly as its paid global media agency of record. The decision, effective April 1, follows a competitive review and aims to unify Hyatt’s global media planning and buying initiatives under one agency.

Assembly will oversee brand performance media strategy, planning, and buying for Hyatt. This is a significant milestone for both organizations, reflecting Hyatt’s strategic move to streamline operations and media impact across markets and portfolios.

“Assembly will continue to elevate the World of Hyatt ‘Be More Here’ platform, which encourages guests, members, and customers to lean into the transformative powers of travel that you can only experience with Hyatt,” said Jennie Peelle, the global head of media at Hyatt.

As the paid global media agency of record, Assembly will focus on growing awareness, increasing engagement, and driving bookings for Hyatt’s extensive brand portfolio. This includes luxury and boutique hotels through Mr. & Mrs. Smith and Under Canvas, as well as a variety of ways to earn and redeem points for hotel stays, dining and spa services, and wellbeing-focused experiences through the FIND platform.

Assembly’s success will be measured based on performance on Hyatt’s brand health tracker, engagement rates, and return on ad spend (ROAS). Jill Kelly, North America CEO at Assembly, expressed excitement over the opportunity to be Hyatt’s trusted media agency and drive connected omnichannel experiences that enhance the brand’s performance.

The first campaign under this new partnership is expected to be launched later this summer.