The Wild checks into Accor with social account win


Jungle Creations’ creative agency, The Wild, has won the UK social media marketing accounts for Accor hotel group’s brands.

The hotel firm owns the ibis, ibis Styles, ibis budget, Mercure and Novotel brands.

Accor and The Wild

Beginning in February, The Wild will specifically run the Facebook accounts for these brands. This includes the development and production of all content, supporting brand partnerships and ultimately diversifying the brands’ appeal.

The Wild has been tasked with showcasing the unique experiences ibis offers, specifically supporting ibis’ music program, ibis Music.

For Novotel, it will communicate its brand positioning around time well spent. This includes creating content for strands Take Time and Make Time. For Mercure, it will amplify its ‘Discover Local’ philosophy that encourages guests to explore their surroundings and the local culture.

All booked: Novotel hotels picked up among Accor brands by The Wild.

Progressive view

“Accor has a refreshingly progressive view on the role social plays in its media mix”, Head of Strategy at The Wild, Tom McGirr, said. “Most importantly, the role it plays in the lives of their consumers”.

“Like us, they see it as a channel that gives them a chance to show off their personality; and get people involved in conversations and moments they actually care about.

“They think audience-first and take to social media to contribute, not broadcast, and we love that.”

Claire Griffin, Brand Director, Accor Northern Europe, said: “The Wild is the perfect partner for Accor and our ambitions on social.

“Although each of the brands that The Wild will be handling are very different – in both their proposition and audience – our ambition across all of them is the same; use social to elevate consumer experience beyond their stay at our hotels.

“Whether they are with us for business, to attend a local event, or are enjoying a long weekend with the family, we want to play a greater role in the time they spend with us.”

Pitch organised by Ingenuity

The competitive pitch run by Ingenuity, which started at the end of last year, follows the recent success The Wild has had in securing the social media business for Stonehouse restaurants, part of the Mitchell & Butlers group.

Since launching last year The Wild has produced campaigns for OnePlus, National Lottery, Dubai Tourism, Vision Direct, Playtika and KIOTI.