ESW Partners/Chicago believes it can do casino advertising better. And the agency's principals are starting to make some noise to that effect. They're getting noisy apparently not just because they want to grow ESW, but because they think there's a problem with most of the casino advertising on view today. "Most of it follows a recipe: take one part 'you could be a winner' headline, mix with happy hard bodies playing slots, serve with logo," explained Jim Signorelli, founder and CEO of ESW Partners. "That's like advertising that an automobile can get you from Point A to Point B," added Signorelli, who points out that ESW has an "abundance" of casino experience.

ESW just picked up Boyd Gaming's Blue Chip Casino and has previously done work for Motor City Casino Hotel in Detroit, the Tropicana in Las Vegas and the Crown in Australia. Signorelli especially likes his shop's work for the Detroit casino. "We created compelling outdoor advertising promoting the casino using all graphics and no copy," explained Signorelli. As the economy starts to improve, ESW may find it has more opportunities to work with casinos. They no doubt would expect ESW Partners to make good on its ability to deliver non-formulaic advertising.