Hyatt appoints Assembly as Global Media Agency of Record

GLOBAL – Hyatt has appointed Assembly as its global paid media agency of record, a strategic move that reflects the hospitality group’s aim to strengthen its global marketing operations and optimize performance across key international markets.

Following a competitive review, the partnership officially began on April 1, consolidating Hyatt’s media planning, strategy, and buying under one agency for the first time.

Assembly will support the evolution of Hyatt’s award-winning loyalty program, World of Hyatt, which spans five distinct brand portfolios—Luxury, Lifestyle, Inclusive, Classics, and Essentials.

The program allows members to earn and redeem rewards through hotel stays, dining, spa treatments, and wellbeing experiences on the FIND platform, while also benefiting from a seamless partnership with American Airlines AAdvantage®.

Assembly will play a pivotal role in promoting these offerings and driving both guest engagement and conversion.

The agency will also be responsible for amplifying Hyatt’s “Be More Here” campaign—an ongoing platform that encourages travelers to fully immerse themselves in transformative experiences unique to Hyatt properties.

According to Jennie Peelle, global head of media at Hyatt, “Centralizing how we plan and buy media ensures we meet our audience with care, choice, and recognition at every step. Assembly’s innovative, data-driven approach will allow us to do that more efficiently and effectively.”

Assembly will focus on enhancing brand visibility, increasing customer engagement, and driving bookings across Hyatt’s diverse portfolio, including boutique and lifestyle brands like Mr & Mrs Smith and Under Canvas.

The agency’s omnichannel capabilities and performance-driven strategies will be leveraged to create impactful media campaigns tailored to Hyatt’s global footprint.

The partnership’s success will be measured by a range of KPIs, including brand health tracker results, engagement metrics, and return on ad spend (ROAS).

Jill Kelly, North America CEO at Assembly, expressed enthusiasm for the collaboration, stating, “Hyatt is a collection of iconic brands with a bold vision for the future. We’re proud to be their media partner and look forward to crafting connected experiences that resonate with today’s travelers.”

The first integrated campaign under this new collaboration is scheduled to launch in summer 2025, marking the beginning of a renewed push toward delivering highly personalized, high-performing media experiences across all Hyatt markets.

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