Dentsu, OMD and MEC are understood to have competed for the business, which is worth an estimated US$48 million.
According to a source close to the development, Sands has until now conducted the bulk of its planning and buying for China in-house. Dentsu continues to handle the brand’s online duties.
R3 managed the pitch. The company declined to comment on the result. Devonne Iao, Sands China's vice-president of media, advertising and brand management, cited a "dynamic team", "chemistry" and "innovation" as the reasons for selecting ZenithOptimedia.
Sands is a major player in the gaming industry in Macau, which is the only legal gaming jurisdiction in China. In 2003 it became the first American company to enter the market. In April, Sands reported that Macau was responsible for more than half of its $4 billion quarterly revenue. Properties in Macau include The Venetian.
The company is in the process of expanding its presence in Macau with the development of a new resort, The Parisian. Development was recently suspended at the site after a worker was seriously injured in an accident.
Mykim Chikli, chief executive of ZenithOptimedia China, said: "Entertainment, particularly travelling, is becoming a more important part in the lives of Chinese people and The Venetian is a significant player. We are very proud to be working with this exciting brand and really look forward to being able to tell our client's story in an entertaining way."
Sands’ competitors in Macau include Wynn Resorts and MGM Resorts.