Celebrity Cruises announced its intent to retain independent San Francisco advertising agency Venables Bell & Partners (VB&P) as its new global creative agency, pending successful contract negotiations, according to a statement.

VB&P will tell the premium cruise line’s modern luxury brand story in a bold, differentiated and integrated way, building on the agency’s experience with luxury brand Audi.

“We believe that when you take two companies that are both award-winning, innovative leaders in their respective fields, and pair them up, truly transformational things happen, and that’s why we are so excited to work with Venables,” said Lisa Lutoff-Perlo, President and CEO, Celebrity Cruises. “Not only will the team help us break away from the norm with their exemplary strategic thinking and big, creative ideas, but our shared passion for delivering amazing results will help tell Celebrity’s modern luxury story in fresh, compelling ways and enable our brand to continue to rise to the top of the luxury/premium category.”

“Celebrity is a brand whose time is now,” said Paul Venables, Founder and Chairman, VB&P. “They have an amazing product, they have passionate leadership, and they have a hunger to change the industry. They are 100 percent our kind of client.”

“We are honored and flattered to be partners of Celebrity, and we take very seriously the responsibility of telling their modern luxury story to the world,” said Kate Jeffers, Partner and Managing Director, VB&P.