Harrah’s Consolidates at TLP

Promotions agency TLP has been hired to handle the consolidated national brandingand local ad accounts of Harrah’s Entertainment.

A Harrah’s spokesperson said the account will be worth $10 million this year. The new assignment will include television, print and radioelements.

No formal review was held.

It is a breakthrough assignment for the Dallas shop, which has done marketing promotions for Harrah’s since 1998. TLP only recently began producing television work for clients such as Advo (Shopwise), Fetzer Wines and Pizza Hut.

“This is one of the first clients that has tapped into the multiple disciplines we now have to offer,” said agency executive partner and chief creative officer Bob Chimbel.

TLP replaces lead agency Carmichael Lynch of Minneapolis on the Harrah’s account, as well as several smaller shops handling local advertising. One agency, Peter A. Mayer Advertising in New Orleans, will retain some business due to its specialized knowledge of local casino advertising laws.

TLP has moved to reinvent itself as a full-service agency since the return of Gary VonKennel as president and chief executive officer in July 1999.

“It’s a whole different agency than it was a year ago,” saidChimbel. “People ask us do we do TV? Yes. Radio? A ton of it … The mantra here is: ‘Action is everything.’ Every time we venture into TV or radio the idea is how dowe create movement? I call it’promotizing.’ “

TLP’s blend of advertising and promotions was seen late last year in a television spot for SBC Communications. The ad, expanding on Austin, Texas-based GSD&M’s “Do you miss … ?” campaign, asked viewers to give SBC something they wouldn’t miss in exchange for $15 worth of long-distance calls.

The agency will break print ads for Harrah’s this month. The work will not carry a new tagline, which is still under development.

TLP group account director Maggie Nation said previous TV spots seemed more fantasy than reality, and focus group participants could not place themselves in those situations despite perceiving Harrah’s as a getaway experience. New executions will put viewers in the action with a cacophony of jingling coins, color and other casino activities. Depictions of a “jackpot” will be avoided, though, because players view that scenario as unrealistic.