MGM COTAI cherrypicks OMD and Xaxis as media partners for launch in Q4
4 August, 2017
— MGM China has appointed a combined team from OMD and Xaxis to handle the media strategy for the company’s new US$3.3 billion integrated resort in Macau, MGM COTAI, which will be launched during the fourth quarter of this year.
J Walter Thompson, which was appointed as Agency of Record in January, led the selection of the two media specialists, and will oversee the partnership as the integrated agency lead.
OMD will be responsible for integrated media strategy, planning and buying in Guangzhou and Hong Kong and also oversee all ATL, search and social assets across Hong Kong and China.
Xaxis will handle all programmatic display and video advertising across targeted territories in Asia Pacific.
“In OMD, we have a highly experienced integrated entertainment resorts partner with a geographic footprint that suits the MGM challenge,” says Rollo Gwyn-Jones, Group Account Director at J. Walter Thompson Hong Kong. “Using the Xaxis platforms, we are able to take an extremely calculated and qualified approach to achieving not just reach, but targeted lead qualification and conversion”.
“We are delighted with the opportunity of working closely with JWT and Xaxis to launch MGM COTAI which promises to be one of the most innovative and creative luxury destinations in the region. We will leverage the power of the collaboration to deliver ground-breaking work for MGM COTAI, driving their growth and visibility,’’ said Deric Wong, CEO OMD Hong Kong.
With 19 years’ experience in Hong Kong, 17 in China, OMD has amassed enough credentials and awards to claim Hong Kong's most awarded media agency network. OMD Hong Kong was recently voted as Hong Kong’s Most Valuable Company by Mediazone Publishing.
“We are extremely honored to have been selected by MGM COTAI to play a big part in the launch of its exciting new integrated resort. Having our outcome-based programmatic media solutions paired with the audience-led dynamic creative approach designed by JWT, we look forward to driving the highest return of investment for our client partner.” said Andy Chung, MD Xaxis Hong Kong.
Having served over 150 Hong Kong clients and also powered by their proprietary data management platform called [m]Insights, Xaxis is an award-winning company that has won accolades as the Programmatic Agency of The Year by both Marketing Magazine and Campaign Asia.
MGM COTAI will boast approximately 1,400 rooms and suites with diverse offerings ranging from Asia’s first dynamic theater space, the Spectacle as well as a slate of innovative restaurants including AJI, the first Nikkei cuisine offering in Macau in collaboration with celebrity chef Mitsuharu Tsumura.
“The strong team we have assembled with JWT, OMD, and Xaxis will bring the innovation and creativity behind MGM COTAI to life throughout the launch campaign”, said Sarah Rogers, “We are proud to have this collective group working together for the successful open MGM COTAI in the fourth quarter of 2017”.
OMD Worldwide (www.omd.com
) is the leading global media communications agency, with more than 10,000 employees across 100 countries serving the world’s high-profile brands. OMD provides a range of services globally including communications strategy, media planning and buying, digital execution, content creation, entertainment marketing, sponsorship and brand analytics. Recognized for its global footprint, strategic integration and creative innovation, OMD has been named Most Creative Media Agency by The Gunn Report for an unprecedented eleven consecutive times; and is currently ranked the world’s most effective media agency network in the Effie Effectiveness Index.
Xaxis programmatically connects advertisers to audiences across all addressable channels to deliver measurable outcomes for brands. Through the expert use of proprietary data and advertising technology, along with unparalleled media access, Xaxis delivers scalable media solutions for clients in 47 markets across North America, Europe, Asia Pacific, Latin America, the Middle East and Africa. Advertisers working with Xaxis and its specialist companies, Triad Retail Media, Light Reaction and plista, achieve exceptionally high return on advertising spend. For more information, visit www.xaxis.com
ABOUT J. WALTER THOMPSON
J. Walter Thompson Company was founded in 1864 and has been making pioneering solutions that build enduring brands and business for more than 150 years. Today the company includes several global networks including J. Walter Thompson Worldwide
J. Walter Thompson opened its first office in the Asia in 1929, and employs over 3,800 people in 53 offices across 18 countries in the region.
For more information, please visit www.jwt.com
and follow us @JWT_Worldwide
About MGM Cotai
Expected to open in fourth quarter of 2017, MGM COTAI is the latest addition to the MGM portfolio in China. Designed as the “jewelry box” of Cotai, it plans to offer approximately 1,400 hotel rooms and suites, meeting space, high end spa, retail offerings and food and beverage outlets as well as the first international Mansion at MGM for the ultimate luxury experience. MGM COTAI will offer Asia’s first dynamic theater and a spectacle to wow every guest who steps foot in the resort. MGM COTAI is being developed to drive greater product diversification and bring more advanced and innovative forms of entertainment to Macau as it grows as a global tourist destination. MGM COTAI is the largest property and the first private sector project ever to achieve the China Green Building (Macau) Design Label Certification.
Asia Pacific Director of Corporate Communications