Adweek: Mindshare Adds Priceline's Booking.Com

Site spent $96 million last year

By Noreen O'Leary

Mindshare went up against Wieden + Kennedy to win's media business in the U.S and Canada. The GroupM agency has been tapped to handle media strategy, planning and buying.

Measured media spending for in the U.S. in 2014 was $91.5 million, according to Kantar Media. In Canada, the brand spent $5.8 million according to Nielsen and Evaliant.

"The Mindshare team impressed us with their people, research and insights, which we hope will lead to a ground-breaking media strategy that will drive differentiation for the brand," said Manuel Douchez, Brand Director for

Mindshare competed against incumbent W+K, which is the creative lead on the Priceline-owned online accommodations site. began as a small Netherlands start-up in 1996. Priceline acquired the company in 2005.  While popular in Europe, Priceline has been trying to build share for in the U.S. and two years ago launched the brand's first-ever TV and cable campaign in the states.The site books more than 4.5 million room nights every week across accommodations in 221 countries.

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Posted on August 19, 2015 .