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Celebrity selects new agency for media buys, analytics

Celebrity selects new agency for media buys, analytics
Celebrity Cruises said it plans to engage Water Cooler Group’s Media Storm, the second largest independent media agency in the US, to manage media buying and planning, pending successful contract negotiations.

As part of the same agreement, Water Cooler Group’s analytics division, JubaPlus, will deliver and execute advanced data analytics and media mix modeling to the cruise line.

'As Celebrity Cruises continues to grow globally, we are focused on innovative, business-oriented solutions that will deliver an increased return and profitability, and that’s why we are so excited to work with Media Storm,' Celebrity president and ceo Lisa Lutoff-Perlo said.

By offering in-depth analytics and measurement of all Celebrity's media activity, Media Storm will help ensure the cruise line is reaching the traveler who seeks the 'modern luxury' experience Celebrity provides, Lutoff-Perlo added.  

Media Storm and JubaPlus will work on comprehensive hyper-local and national campaigns focusing on analytics and media mix modeling, media buying and planning, and digital marketing.

'We are thrilled to be a part of the team and look forward to helping to drive demand with strategically focused, data-fueled, innovative media campaigns,' said Craig Woerz, co-founder and managing partner at Water Cooler Group.

Pending finalization of the contract, the partnership is to commence in October.

The news follows Celebrity's selection of Venables Bell & Partners as its global creative agency.