A consortium of Las Vegas casinos has hired the Aegis Group to
handle its European launch, with a view to cleaning up against domestic
competition such as William Hill and Ladbrokes.
MGM Mirage, which owns the MGM Grand and Treasure Island Resorts on the
Las Vegas strip, awarded the strategy brief for the launch to the Aegis
Group companies, Carat International and Pegram Walters. The pair, which
will work with the Las Vegas-based branding agency Schadler Kramer, are
understood to have pitched against a full-service consortium drawn from
WPP agencies. Carat will develop communications strategy for the launch
and advise on budgets for advertising and PR.
"We are delighted to be working with MGM Mirage on such an exciting
project," Carat International's chief operating officer, Jerry Buhlmann,
"This success highlights our strong communications planning ability and
also the strength of a combined market research and planning offer
through Aegis Group."
MGM Mirage's launch will focus on the UK, where it is the first real
threat to domestic bookmakers since the internet raised the possibility
of global gambling companies.
MGM Mirage plans to launch its site in the summer, taking advantage of
an upswing in gambling associated with the World Cup in Korea and
The site will expand across the Continent if the UK launch is