MGM Mirage is the first new business win for MediaCom LA, formerly the media department of Grey Los Angeles, which became a MediaCom company in May 2004.
"By winning a major piece of business, after revamping the office in the beginning of May, we've successfully announced our arrival to the Los Angeles market," said Kris Coontz, president of Grey Entertainment and MediaCom LA.
The win also suggests the casino marketer was betting on last week's news that British-based ad holding company would win its bid to purchase Grey Global and its subsidiaries. This is in spite of speculation as to whether MediaCom will be folded into one of WPP's existing media networks or allowed to remain intact.
"We were impressed with MediaCom's expertise and are not concerned about the external issues regarding WPP and Grey Global Group," said a Mirage spokeswoman. Billings were undisclosed.
The assignment will include media planning and buying activities both domestically and globally, as well as direct marketing managed by MediaCom sister company Grey Direct West. Kris Coontz, recently promoted to president of Grey Entertainment and MediaCom LA, and Kevin White, account director, will manage the day-to-day activities on the account alongside Chris LaBonge, president of Grey Direct West.