Independent creative agency Mother has been appointed as TripAdvisor's new global creative agency of record.
The account will be led out of Mother's New York office but the agency also offices in London, Los Angeles and Shanghai.
“TripAdvisor, unlike any other company in the world, has the permission to help people find what’s good out there," TripAdvisor president of core experience Lindsay Nelson says.
"It’s on us to dare to be bold enough to exercise that permission, and Mother is the type of partner who will challenge us to take our seat at the table.”
The new creative platform is scheduled to coincide with TripAdvisor’s 20th anniversary in 2020.
In planning for the next chapter, TripAdvisor aims to not simply be the largest but also the best guidance and planning destination.
It will introduce features and tools to enable faster, more personalised recommendations and advice from travellers that share the same needs and preferences.
Peter Ravailhe, CEO and partner of Mother in the United States, says the agency is "humbled" to be partnering with TripAdvisor.
“We believe as one of the most iconic brands in travel, TripAdvisor continues to have so much value to offer consumers, and a story to tell about the importance of travel in our society," Ravailhe says.
"Everyone at Mother looks forward to helping strengthen – through the power of creativity – TripAdvisor’s connection with the global community that has known and loved this brand for nearly two decades.”
TripAdvisor also recently named Havas Media as its global media buying agency of record, responsible for developing an integrated approach to both offline and digital brand building.
“Brilliant creativity and smart, savvy communications planning and behaviors have the ability to drive business impact and change the course of a company’s history,” Nelson says.
“But it won’t happen without a willingness to turn the status quo upside down, and collaborate with partners in unexpected ways. The ability to do so starts with identifying the partners who are up for the ride, and we’ve found that in both Mother and Havas.”
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