MGM Resorts International has announced it will partner with PHD US and McCann as its media and advertising agencies of record, respectively, following a competitive review. The move comes as part of MGM Resorts’ overall efforts to leverage the company’s scale and partner with best-in-class agencies leveraging advertising and marketing activities to drive differentiation and consumer engagement.
PHD US and McCann will leverage MGM Resorts’ portfolio of brands by developing compelling,
integrated and strategic marketing campaigns which will allow for better portfolio management. The agencies will begin work in 2016, initially focusing on the corporate brand – MGM Resorts International, the Las Vegas destinations – Bellagio, ARIA, Vdara, MGM Grand, Mandalay Bay, Delano Las Vegas, The Mirage, New York-New York, Monte Carlo, Luxor, Excalibur and Circus Circus and MGM Grand Detroit.
“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 Lilian Tomovich, chief experience officer for MGM Resorts International. “PHD US and McCann 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.”
PHD US CEO Nathan Brown said, “With consumer research showing an ever-increasing number of people preferring to buy experiences rather than things, PHD US’s priority will be to inspire more visitors to seek out and share the experiences that MGM Resorts’ brands provide.”
PHD US will start working on the account in the beginning of the new year.