• by Fern Siegel , January 10, 2025

An agency’s first year can be rocky. Monogram, a marketing agency specializing in luxury hospitality, has marked its debut with a series of impressive wins, such as the 1,000 room VAI Resort, the $1 billion entertainment destination coming to Phoenix, Arizona.

Since January 2024, it’s created a paid media strategy for The Maybourne Beverly Hills, crafted design work for Wynn Resorts, developed a new marketing strategy for Marriott International and repositioned the marketing strategy for Chéri at Paris Las Vegas.

That success may be due to the Las Vegas agency's laser focus on the complexities of luxury, including food and beverage, casino gaming, destinations and real estate. Monogram doesn’t just address a specific niche. It hopes to define it.

“We are relentless in our pursuit of excellence and quality when it comes to our clients' work. We don’t accept mediocrity,” John Schadler, executive director, Monogram, told Agency Daily. “We are hospitality fanatics. We live and breathe the industry.”

Monogram provides branding and identity, advertising and campaign development, and paid media strategy, planning, buying and analytics. The core team boasts decades of combined experience in the luxury travel tourism industry. Schadler cites three consistent themes that define his vision: tenacity, creativity and senior leadership.

It was founded under the holding company The Harkey Group, a collection of five businesses: an integrated ad agency, a strategic communications company, a top-tier social media content lab, a specialized travel and hospitality boutique agency, and a production company.

As for the future? Schadler has a simple premise: “Strive to be the best specialty agency in the business. Being the biggest agency is not a goal. Bringing our clients quantifiable results is.”