Following a review of its global marketing services, resort group MGM has appointed McCann as its advertising agency, while PHD has won the media agency account.
Both will begin work with MGM in 2016, developing integrated and strategic campaigns for the company’s roster of brands, with a focus on MGM’s corporate brands including its Las Vegas casinos, the Bellagio and the MGM Grand.
However, MGM will work with other agencies on some US brands. R&R Partners will continue to work on East Coast properties and special projects, including the $1.3 billion resort near Washington, D.C., expected to open in 2016, according to an agency spokeswoman.
“With consumer research showing an ever-increasing number of people preferring to buy experiences rather than things, PHD’s priority will be to inspire more visitors to seek out and share the experiences that MGM Resorts’ brands provide,” said PHD US chief executive Nathan Brown.
“We are thrilled and honoured to be awarded strategic and creative responsibilities for MGM Resorts,” McCann managing director Devika Bulchandani added. ”We look forward to working with them to help build their roster of iconic brands and connect with their customers in new and exciting ways.”
MGM is currently developing the MGM National Harbor in Maryland and MGM Springfield in Massachusetts.
“With our company investing hundreds of millions of dollars into new projects next year and Las Vegas expected to welcome 42 million, ever-evolving customers, now is the perfect time to consolidate our marketing efforts to leverage the unsurpassed scale and quality of our portfolio of assets,” said MGM Resorts International chief experience officer Lilian Tomovich.
“McCann and PHD will bring us proven strategic and integrated marketing expertise to build a strong communications platform of innovative work, allowing us to stand apart in the marketplace.”
The company spent a reported $34.9 Million on domestic measured media in 2014, according to Kantar Media.