Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

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Penn National Gaming, parent of the Hollywood Casinos chain, has tapped RPM Advertising/Chicago, to develop and execute a brand identity for Hollywood Casinos, beginning in January, 2010. The assignment will incorporate research, brand development, media planning and buying, creative, and direct marketing. The 15-year-old RPM shop has developed an expertise in casino advertising, and that was clearly a factor in Penn National's decision to go with the shop. Penn National is one of the top five gaming companies in the world. The company owns and operates seven Hollywood Casinos, including a facility in Aurora, IL.

RPM Advertising/Chicago turns 15 on April Fool's Day. The agency started in 1994 as a three-man operation in a downtown Chicago loft apartment. It now occupies offices in the west loop, has agency billings approaching $50 million and employs over 90 people. RPM also has a roster of more than 30 clients, many of which are casino-related. They include the Turtle Creek Casino and Grand Traverse Resort, both in Michigan. The agency also worked on the $550-million Horseshoe casino relaunch last year in northwest Indiana. To celebrate its 15 years in business, RPM has just debuted a new Web site at www.rpmadv.com

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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