Harrah’s Is Shopping Around

By Jennifer Comiteau and Katy Eckmann

NEW YORK–Harrah’s Entertainment has contacted agencies nationwide in an effort to find a shop to create a corporate image campaign, the client said last week.

Karen Von Der Bruegge, vice president of strategic marketing at Memphis, Tenn.-based Harrah’s, said the company enlists other shops ‘from time to time,’ but Trahan, Burden & Charles in Baltimore is the lead agency.

An agency representative at TBC said the shop was aware of the search. ‘This is not something that is new to us,’ the representative said.

Agency sources who have met with the client recently, however, said Harrah’s may shift its estimated $15 million account to another agency.

Among the shops contacted by Von Der Bruegge and Brad Morgan, senior vice president of marketing, in recent weeks are: BBDO and Lowe & Partners/SMS in New York;

D’Arcy Masius Benton & Bowles in St. Louis; and GSD&M in Austin, Texas, sources said. Agency executives either could not be reached or referred calls to the client.

Von Der Bruegge said the image campaign is expected to roll out at the end of next year. She would not describe the nature of the project other than to say it will ‘entail a lot of (marketing) components.’ While Von Der Bruegge said Harrah’s is ‘bouncing ideas off’ TBC and talking to ‘a variety of agencies across the U.S.,’ she would not identify those contacted or how much the client would spend on the initiative. TBC has handled the Harrah’s account for 10 years.

…..–with staff reports

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED

SCROLL National