Publicis Groupe-owned Zenith beat out incumbent Horizon, which handled buying, and Aegis Group's Carat, executives close to the situation said. Planning was handled by a number of other unidentified agencies.
Harrah's was "looking for the most efficient solutions for all of their properties moving forward," Dave Ehlers, senior VP director-corporate development for Zenith, said. "Since it was previously unbundled, there were a lot of different philosophies regarding media and best practices."
"Harrah's Entertainment was searching for a media partner that could best navigate the future media landscape and our evolving needs," David Norton, chief marketing officer of Harrah's, said in a statement.
The assignment is for all 40 of Harrah's U.S. properties, which include Bally's, Caesars Palace, Horseshoe and the Paris. Zenith will not only be charged with driving traffic to casino floors and hotel rooms but also to restaurants, shows and retail stores, "which have become increasingly important to Harrah's," Mr. Ehlers said.
The account will be managed from Zenith's New York office and will be aided by satellite offices in Chicago, Seattle and Irvine, Calif.