Casino Operator Park Place Eyes Grey, Dailey

Park Place Entertainment, which owns and/or manages 28 gaming properties worldwide under the Bally’s, Caesars, Flamingo, Grand and Hilton brand names, has narrowed a quiet agency review to three shops.
Sources said the agencies in the running for the Las Vegas-based client’s account are Dailey & Associates, West Hollywood, Calif.; Grey Advertising, Los Angeles; and Temerlin McClain, Irving, Texas;
Representatives at those agencies declined to comment.
Grey currently handles advertising for Caesars, which was acquired by Park Place in December for $3 billion.
Dailey formerly handled the Hilton Hotels account.
The value of the Park Place account is unclear. Measured media spending in 1999 for all of Park Place’s properties totaled $18 million, according to Competitive Media Reporting.
Also unclear is the precise nature of the assignment currently in review. Sources said it will involve various Park Place properties, some of which have never advertised in the past.
Heading up the review, sources said, is Park Place vice president and chief brand officer David Totaro, who joined Caesars World a year ago as svp of marketing from Dime Bancorp, where he was evp and chief marketing officer. Totaro was appointed to his current post in March, and is charged with designing and implementing marketing programs to support and enhance the Park Place brands.
His rƒsumƒ includes helping to launch Advil for American Home Products and extending the Avon cosmetics brand to dozens of international markets.
When contacted, Totaro refused to comment on any aspect of the review.
A decision is expected within the next two weeks, sources said.
–with Angela Dawson
and David Lipin