- Steve McClellan

NEW YORK Harrah's has awarded Publicis Groupe's Zenith Media its media planning and buying chores after a review, the client confirmed today.

Harrah's spends approximately $120 million annually on ads, per Nielsen Monitor-Plus. The other review contenders were WPP Group's Mindshare and Aegis Group's Carat.

Independent Horizon handled buying, while planning was split among several undisclosed shops.

"Harrah's was searching for a media partner that could best navigate the future media landscape and our evolving needs," said David Norton, the client's chief marketing officer. "We chose Zenith Media because of their ability to deliver superior media buy quality at competitive costs, with strategic media planning and innovative media research to ensure the best use of funds in meeting our business objectives."
 
Added Tim Jones, CEO of Zenith Optimedia, the winning shop's immediate corporate parent: "Through the review process, we were able to bring a unique perspective that drives brand message to retail in a compelling way in connecting with their customers."
 
The Harrah's business will be managed by Zenith's New York office, with support from staff in Chicago, Seattle and Irvine, Calif.