Harrah's Entertainment has appointed Zenith Media as its US agency of record in a move to consolidate its entire media planning and buying under one roof.
Zenith beat Carat and the incumbent, Horizon, to the account, which is thought to be worth around $120 million.
The account will incorporate all 40 of Harrah's US properties, including Caesars Palace. Zenith will be responsible for driving traffic to casino floors and hotel rooms, as well as to the restaurants, shows and retail stores.
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