Mayes Named President Of DRGM, Inherits Surging Casino Business

Michael Mayes, former vice president and general manager of Dunn Reber Glenn Marz, Las Vegas, has been promoted to president and chief operating officer of both DRGM offices.
Mayes fills the posts formerly held by agency co-owner John Marz, who recently left the shop after 27 years to become executive vice president-marketing of Circus Circus Enterprises, also in Las Vegas.
“I worked with [Marz] for 20 years,” said Mayes. “We made a very good team. The face of the agency may have changed, but otherwise it will stay the same.”
Mayes, 44, will now oversee the agency’s 80 employees and all day-to-day operations at its Las Vegas and Reno, Nev., locations.
The agency, the second largest in Las Vegas with $50 million in billings, recently picked up two new pieces of business in the city: the estimated $15-20 million launch assignment for Circus Circus’ Mandalay Bay Resort & Casino [Adweek, March 9], and a rebranding assignment for the Monte Carlo Resort & Casino.
“The Monte Carlo doesn’t yet have a brand identity in the [Las Vegas] marketplace,” Mayes said.
The agency intends to use both traditional and new media advertising to brand the 3,024-room resort, Mayes said. The campaign is set to break this summer.
“Las Vegas is facing increasing pressure [due to] the large number of hotel rooms,” Mayes explained. “The demand is not following the number of rooms, so we have to create a new [consumer] demand. Not just for [the Monte Carlo], but for the city as a whole.”
DRGM resigned its estimated $5 million MGM Grand Hotel and Casino business because it conflicted with the Mandalay Bay account. MGM is currently using Asher & Partners, Los Angeles, on an interim basis until a new shop is selected. Asher is agency of record for MGM sister property New York New York, located across The Strip from MGM.
Mayes joined DRGM in 1978 as a copywriter and has also served as associate creative director, creative director, account supervisor and director-account services.
DRGM’s client roster also includes the Reno-Sparks Convention & Visitors Authority, Reno Hilton and New Frontier Hotel & Casino, Las Vegas.