BBDO Just Won Priceline

Priceline.comhas chosen BBDO New York as its newest creative agency.

BBDO will handle all of the client's television, digital and social campaigns moving forward, but the future status of the brand's iconic "Negotiator," played by William Shatner, remains unclear.

The brand announced a creative review in early July, and BBDO beat out six other agencies to win the business. The first round of the review included Grey New York, Droga5, The Martin Agency, Arnold Worldwide, Venables Bell & Partners, and Leo Burnett while the final round came down to BBDO, Martin, Venables and Arnold's Boston office.

Priceline.com will introduce a new marketing campaign in 2016. At the moment, BBDO cannot comment on the nature of the work to come or the question of whether Shatner and Kelly Cuoco-Sweeting will reprise their roles as the client's spokespeople.

Kantar Media estimates that Priceline.com spends $40 million on media annually; the review did not affect the client's relationship with its media agency Ocean Media.