• by Steve McClellan  @mp_mcclellan, November 30, 2015

MGM Resorts International has named Interpublic Group’s McCann as its lead creative agency and PHD as media AOR following a competitive review. 

Previously a number of agencies had handled ad duties for individual proprieties. BBDO and Cramer-Krasselt also participated in the pitch.

McCann and PHD will develop marketing campaigns for MGM Resorts’ portfolio of brands. The agencies will begin work in 2016, initially focusing on the corporate brand -- MGM Resorts International, the Las Vegas destinations -- Bellagio, ARIA, Vdara, MGM Grand, Mandalay Bay, Delano Las Vegas, The Mirage, New York-New York, Monte Carlo, Luxor, Excalibur and Circus Circus and MGM Grand Detroit. 

The company spent nearly $35 million on ads in 2014 according to Kantar Media, although sources indicate the firm expects to boost spending significantly -- to as much as $75 million annually going forward.  

“With our company investing hundreds of millions of dollars into new projects next year and Las Vegas expected to welcome 42 million ever-evolving customers, now is the perfect time to consolidate our marketing efforts,”  said Lilian Tomovich, chief experience officer for MGM Resorts International. 

The company’s expansion projects now in development include the MGM National Harbor in Maryland and MGM Springfield in Massachusetts. Added Tomovich: “McCann and PHD will bring us proven strategic and integrated marketing expertise to build a strong communications platform.”  

Devika Bulchandani, managing director, McCann and president, McCann XBC, said the agency intended to connect MGM with its customers “in new and exciting ways.” 

PHD US CEO Nathan Brown said, “With consumer research showing an ever-increasing number of people preferring to buy experiences rather than things, PHD’s priority will be to inspire more visitors to seek out and share the experiences that MGM Resorts’ brands provide."

MGM agencies R&R Partners and R&R Resources+ will continue working with the company on their East Coast properties as well as other projects including the National Harbor property being developed in Maryland. R&R also will work with MGM Resorts on the company’s corporate social responsibility programs, M life rewards program and other company initiatives.