MotorCity Casino Likes Latecomer ESW

CHICAGO ESW has topped two Las Vegas agencies to win the advertising account of MotorCity Casino, according to the shop.

The independent Chicago shop assembled its winning presentation after being invited to pitch only three weeks before the final decision, according to ESW chairman and CEO Jim Signorelli.

“This is a big win for us, not just because of the size of the account, but for the quality of work and the way everyone here rallied to get into the W column,” Signorelli said in a statement. ESW will handle the account at its Chicago headquarters, as well as through its service office in Detroit, currently handling the local Taco Bell account.

“As challenging as it was to get ready for the pitch in such a short time, there was non-stop excitement at our office here in Chicago as well as with our service group in Detroit,” Signorelli said.

ESW said it bested incumbent R&R Partners and DGRM, both in Las Vegas, for the account. The client’s ownership had changed hands recently, as Detroit Entertainment bought the property from Mandalay Entertainment. Members of the Ilitch family, which own several businesses in the Detroit area including Little Caesar’s Pizza, the Detroit Red Wings hockey team and entertainment venues, operate Detroit Entertainment.

The agency’s assignment will involve promoting the casino and hotel complex through both traditional and non-traditional advertising, Signorelli said.

Billings were not disclosed. The company spent more than $3 million on advertising through November 2005, according to Nielsen Monitor-Plus.