With over 9,200 properties under 25 different global brands, Wyndham Properties & Resorts is a hotel franchisor that is attempting to forge a new course after rejecting Choice Hotels International's $7 billion hostile takeover offer earlier this year.

According to a release, the corporation hopes to "unlock increased efficiencies and effectiveness" by implementing an agency of record approach.

Marissa Yoss, vice president of media and brand marketing at Wyndham Hotels & Resorts, stated in a press release that the change is revolutionary for the company and that they anticipate it will help foster deeper, long-term customer engagement and, consequently, higher profits for their thousands of franchisees.

In its pitch to Wyndham, Havas touted the benefits of its Havas Converged concept. The approach, which aims to promote collaboration by combining the talent, capabilities, platforms, and knowledge of the agency network through the use of data, technology, and artificial intelligence, has seen significant investment from Havas. 

Havas announced a 3.6% rise in H1 revenue over the previous year. Strength in Europe and Latin America drove the growth, while revenues in North America fell 6.4%

In March, Choice Hotels withdrew its offer to purchase Wyndham Hotels & Resorts for more than $7 billion. The firm said in a statement that although Wyndham shareholders had shown "significant" support for the merger, it was "not sufficient for Choice to conclude" the transaction. This was the reason behind the company's bid withdrawal. For a total of $86 million, Wyndham's net income in the second quarter increased by 22.8% compared to the previous year. 

Choice Hotels tasked 72andSunny New York and Dentsu X with handling creative and digital marketing duties in August. When selecting the agency, the company declared that it aimed to take its consumer marketing "to the next level." Choice Chief Marketing Officer Noha Abdalla provided Hotel Dive with a summary of the chain's year-end marketing initiatives, noting that Dentsu X will develop a media plan to leverage the company's current "A Stay for Any You" advertising campaign. Concurrently, 72andSunny has started working on the Choice Hotels 2025 marketing campaign.