Grey Counting Its Winnings at Park Place Casinos

Two weeks after Grey Worldwide reorganized its West Coast offices, the agency’s media and full-service units have both hit the jackpot.

MediaCom, Grey Global Group’s media network, was awarded Park Place Entertainment’s $25 million media buying business after a review, while Grey held its own in the client’s creative review—defending its turf and picking up a corporate branding assignment.

MediaCom won buying duties for all five Nevada properties of the Las Vegas-based casino operator—the Caesar’s Palace venues in Las Vegas and Lake Tahoe and the Bally’s, Paris and Flamingo Hotel in Vegas. Park Place sold a sixth property, the Las Vegas Hilton, to real estate investor Ed Roski Jr. this summer.

The review also included the L.A. offices of Carat and Initiative Media and the Irving, Texas, outpost of True North Media.

“Our business plan includes a lot of media [agency of record objectives],” said John Crosson, Grey’s co-president and chief operating officer in Los Angeles. “We have a lot of good media people and we intend to take that to the max.”

Meanwhile, Grey and Temerlin McClain in Irving, Texas, both kept the creative accounts they were defending against Dailey & Associates, West Hollywood, Calif.

Grey, which had been handling Caesars when it was acquired by Park Place in December, retained that account, and also won a plum first-time corporate branding job for the company, which owns 30 resorts worldwide. “Usually when your client is acquired by another company, you’re on the short end of the deal,” Crosson said. “We not only won but got the corporate portion.”

Temer lin retained Paris and Bally’s and also picked up the Flamingo Hilton.

Crosson also said he was thrilled with the quality of Grey’s pitch following the L.A. office’s renewed focus on creative. Ironically, the speculative creative assignment focused on the Vegas Hilton, now owned by Roski.

“This was a real creative shoot out, and Grey is not known for creative,” Crosson said. “But [co-president and chief creative officer] Peter Mooney had the room wowed.”

Park Place is the world’s second-largest casino gaming company after MGM Mirage, with revenue last year of $3.1 billion.