Latham SRM Gets Lucky With Harrah's

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Latham Synchronized Relationship Marketing, Chicago, has won business from Harrah's Entertainment Inc., Las Vegas, to offer marketing and database services for the company's Eastern Division casinos.

The agency will specifically work on relationship marketing for Harrah's East Chicago Casino in Indiana, Harrah's Joliet Casino & Motel in Illinois and Harrah's Cherokee Smoky Mountain Casino in Cherokee, NC.

The agency, formerly known as Walter Latham Direct Marketing and Advertising, also will do direct marketing for Harrah's Corporate Marketing in Las Vegas. The recently renamed agency offers consumer goods and business-to-business clients services geared to building customer loyalty.

Harrah's, which is more than 60 years old, operates 21 casinos in 17 markets under brands such as Harrah's, Showboat and Rio. It has a database of more than 19 million gamblers.

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