The hotel chain is handling the search directly, under the guidance of its vice-president of marketing and commercial, EMEA, Christopher Hale, who joined from Virgin Media late last year.
InterContinental has approached several agencies about the brief, which spans advertising, direct marketing, point-of-sale and digital activity. IHG currently works with a range of agencies including Leagas Delaney and Proximity London.
The winning agency will create ads for each of IHG's brands, which include Crowne Plaza, Holiday Inn and Express by Holiday Inn. A marketing push will also support the global rebrand of Holiday Inn, which has revamped its logo for the first time in more than 50 years.
The brief is also likely to include the Staybridge Suites and Hotel Indigo chains, which IHG plans to launch in the UK this year. Last month, the company said it would open its first Staybridge Suites in Liverpool. It also revealed plans to open eight other hotels in the UK and about 20 across the EMEA region over the next two years.
The IHG senior marketing team was restructured in late 2007 under William Morris, senior vice-president of sales and marketing for EMEA.
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