DNG Scores Work From MGM Mirage

LOS ANGELES Independent davidandgoliath has won creative and media duties for the MGM Mirage-owned Las Vegas property New York-New York following a review.

“This is a great opportunity,” said David Angelo, shop chairman and CCO. “As a category, it is as predictable as auto-sales advertising. It’s a standard formula, but New York-New York is such a powerful name, we have a chance to rewrite the casino advertising playbook for years to come.”

Angelo said he “christened the victory by hitting a $1,000 jackpot on the wheel of fortune. I take that as a sign of a good start.”

The casino will begin a brand relaunch next fall with work appearing in online and offline media. Brett Landry, copywriter, and Zack Menna, art director, will work under Angelo on the account.

“With davidandgoliath, not only was their experience right, but equally important was their attitude,” said Lorenzo Creighton, president and COO of the casino. “They literally transformed their entire agency into an extension of our resort. The vibe, the street signs, the energy that is unique to New York-New York.”

Jessica Cipolla-Tario, executive director of MGM Mirage corporate accounts, said that the shop would work with the casino’s in-house advertising department. Independent Brown & Partners, Las Vegas, was the incumbent agency. Review contenders were not disclosed.

The casino spent slightly more than $1 million in measured media last year, per Nielsen Monitor-Plus.