Eleven Inc. has been named as the creative lead on Aria Resort & Casino in Las Vegas, replacing SK+G Advertising.
Aria, which opened in 2009 as a joint venture between MGM Resorts International and Dubai World’s Infinity World Development Corp., selected Eleven after a review involving undisclosed contenders. The Las Vegas incumbent, SKG, also defended the business.
According to Nielsen, in 2012, Aria spent $4.4 million in measured media, down from $7.8 million in 2010, its first year of operation.
Eleven’s first work is expected to break in the first quarter and the agency’s brief covers television, digital, print, out-of-home, mobile, social, design and on-site.
The Aria win follows two others for the San Francisco independent this year: TaylorMade Golf Co. and Dignity Health.