Premier Inn appoints UM as media agency

Premier Inn, the UK’s biggest hotel brand, has appointed UM as its new media strategy, planning and buying partner following a competitive pitch against seven other agencies, four of which were brought in to pitch at the final stage.

Premier Inn will be working with UM on a media strategy that encompasses multi-media campaigns across both offline and digital, aiming to further grow the public’s love of the Premier Inn brand. The partnership will begin in June 2018.

Beatrice Vears, Head of Brand at Premier Inn commented: “UM’s pitch demonstrated a clear understanding of the brand. What’s more, their enthusiasm and passion is exactly what we are looking for in an agency partner.

UM’s values are a great match with ours and their ideas and approach were creative and exciting. We’re very much looking forward to starting this new journey with them.

I should like to thank Manning Gottlieb OMD for their excellent service over recent years and recognise the important part their team has played in supporting the Premier Inn brand’s fantastic growth in the UK.

Adam Morton, Managing Partner, Client Services at UM, adds: “Premier Inn ran an extensive and thorough pitch process, and we’re proud to have been selected as its agency of choice.

Our shared passion, energy and culture was evident from the outset, and our team demonstrated that UM’s approach of ‘Better Science and Better Art to deliver Better Outcomes’ was right for Premier Inn’s business needs.

We’re proud to be partnering with one of the UK’s best-loved hospitality brands and we’re looking forward to helping Premier Inn drive further growth and brand love.


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