David&Goliath, Mirage Split After Less than Six Months

By Kiran Aditham 

Well, we suppose this is the nature of the beast at times. After awarding agency of record duties  to El Segundo, CA-based David&Goliath just last August, MGM Resorts’ Mirage Hotel and Casino has quickly changed course, moving its ad duties over to San Diego-based Experiences for Mankind (EFM). In a statement, a D&G spokesperson says, “After a few months, we both realized that their needs and our expertise were not the right match. We wish them well and will continue to service our other MGM clients, [New York-New York] and Monte Carlo as we have for the past 5 years.”

From what sources tell us, seeing as EFM’s focus in on PR and design (though it dubs itself a “cross-media” operation), said agency is the better fit for the Mirage, the Vegas Strip institution that has worked in the past with the likes of B&P Advertising and GSD&M. As for the EFM decision, Mirage VP of marketing advertising and marketing Traci Preus says in a statement, “The contract was awarded to EFM based on their proven strategic brand expertise, organizational detail, creativity and focus. EFM’s creative and analytics testing and reporting strengths allow us to focus, align and execute our key strategic priorities, increase share of voice and improve The Mirage brand awareness.”


EFM’s responsibilities for Mirage include both traditional and digital, with the first consumer branding campaign for the latter expected to launch in spring of this year.