IHG – Delivering strong brands everywhere


IHG is a major global player in the hospitality sector, owning 12 brands and 5,656 hotels in over 100 countries. Their challenge is to deliver consistent and high-quality brand experiences across all regions using localised messaging to resonate with different customer segments, including their staff.


Over the last 15 years, Freedman has built a strong partnership with IHG as their localisation partner of choice. As brand guardian, we manage the brand’s image and message, adapting central campaign creative and content for each market.

To fully cater to IHG’s needs, we’ve established dedicated teams in London and New York, providing IHG with a highly experienced team of linguists and brand ambassadors across 20 markets. Our team has been immersed and trained in the IHG brand and tone of voice, meaning the IHG brand experience is consistently expressed in all communications across all markets for each hotel brand.

To drive efficiencies, we streamlined IHG’s localisation processes enabling close communication between teams, precise creative production, and global delivery with increased velocity.


IHG can rely on us to get it right every time, week in week out. They value our high-quality work, our fast response times and our trusted position as brand guardian. The workflows we established have not only improved maximum engagement between stakeholders but have also improved transparency and accountability.

To find out more about how Freedman could support your global marketing needs, reach out to our New Business Director, Jade, through the button below.