Caesars Selects Leo Burnett

BOSTON Leo Burnett has confirmed adding the account of the Caesars casino brand following a review. Caesars is a unit of Harrah’s Entertainment.

Caesars spent slightly more than $20 million in domestic measured media last year and about $15 million on ads through the first eight months of 2007, per Nielsen Monitor-Plus.

Advertising for the flagship Caesars Palace in Las Vegas had been handled by hometown shop R&R Partners. Work for Caesars in Atlantic City, N.J., was handled in-house. Burnett will now promote both locations and also support the client’s anticipated expansion in Spain and the Bahamas.

Chicago-based Burnett, a unit of Publicis Groupe, said it overcame a field of five other undisclosed contenders to add Caesars.

“Caesars is a legendary brand name in the gaming business,” said Rich Stoddart, co-president, Leo Burnett North America. “We’re thrilled to partner with Caesars as they grow this iconic brand in the U.S. and around the world. As you can imagine, there’s a waiting list of people here who would love to work on it.”

Burnett pitched the business with Arc, its sibling shop that specializes in promotions, direct and digital marketing.

The move comes as Harrah’s plans to expand the Caesars franchise globally and spend more than $1 billion to expand and renovate its flagship Caesars Palace property.