MACAU Venetian Macao has appointed OMD to handle its US$3 million media planning and buying business, as the development ramps up its marketing activities ahead of its planned launch next year.
The pitch, thought to be contested by at least one other agency, comes amid speculation that Wynn Casino is also reviewing its agencies. OgilvyOne has handled the casino's launch creative on a project basis, with MindShare handling media.
Both client and agencies declined to comment.
The Venetian business was previously handled by ZenithOptimedia, which was appointed in June of this year. According to sources, Venetian management was unhappy with the agency's performance, but Ada Wong, GM of Zenith Hong Kong, said the split was sparked by a financial disagreement. 'The business relationship has been terminated - the reason was we were unable to reach a decision on money,"she said.
Jackson Kwok, managing director of OMD Hong Kong said Venetian chiefs were keen to boost their presence in key markets, namely China, ahead of next year's launch. "(Venetian) was looking for an agency which is more strategic, provides a deep understanding of its business, is creative and has a strong network in China,"he said.
'A lot of casinos are very gambling-oriented, but the Venetian Macao is about entertainment, the hotel, shopping and family fun. It is looking to emphasise these points to differentiate itself."
Kwok said the Venetian is specifically targeting consumers from China and Hong Kong, with an added emphasis on business travellers in the MICE trade category.
The two reviews follow Crown Macau awarding its creative business to WPP's David after a marathon pitch earlier this year.