A spokeswoman for the Las Vegas-based marketer said she could not immediately comment on the split, which TracyLocke billed as a mutual parting of ways.
"After many months of discussions, Harrah's and TracyLocke could not reach alignment on a scope of work that corresponded to the level of agency compensation," a spokeswoman for the Dallas agency said in an e-mail. "While we're obviously disappointed in this development, we wish Harrah's well and will work closely together over a minimum of 90 days to transition this business to whatever resources Harrah's directs."
Nearly a decade
TracyLocke and the casino hotel chain's relationship spanned nearly a decade, with the agency handling a range of duties primarily for the Harrah's brand, including local advertising, retail activation and media planning.
According to TNS Media Intelligence data, Harrah's Entertainment spent a total of $128.8 million on U.S. measured media to market its various hotel and casino brands, which also includes Caesars -- which handed global agency-of-record duties to Publicis Groupe's Leo Burnett last fall -- Horseshoe and Bally's, in locales such as Las Vegas and Atlantic City, as well as in the U.K. It spent nearly $70 million to market the Harrah's brand alone, according to TNS.
Whether Harrah's -- which earlier this year was acquired by affiliates of private-equity firms TPG Capital and Apollo Global Management -- has already identified a new agency partner or plans to conduct a search for a shop to handle the business leaving TracyLocke was not immediately clear.