MGM Resorts International has partnered with McCann and PHD as it looks to push the scale of the brand ahead of new projects expected next year.
Following a competitive review global marketing services company McCann will serve as MGM’s advertising agency while PHD have been chosen as the media agencies of record.
Both will develop integrated and strategic marketing campaigns for MGM Resorts’ portfolio of brands and will begin work in 2016. They are expected to focus on MGM’s corporate brand which includes both the International locations and the Las Vegas destinations such as the Bellagio and the MGM Grand.
“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.
She added: “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.”
Devika Bulchandani, managing director for McCann, said, “We are thrilled and honored to be awarded strategic and creative responsibilities for MGM Resorts. 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.”
PHD US chief executive, Nathan Brown, said: “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."
MGM’s current expansion projects include the development of the MGM National Harbor in Maryland and MGM Springfield in Massachusetts.