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Industry: Email Alert RSS FeedWhy Harrah's opted to roll dice on $5 bil merger with Caesars; Q&A: VP Kris Hart says research showed move would be brand booster.(CMO Strategy)(Harrah's Entertainment Inc.)(Interview)
Advertising Age, October, 2007
Kris hart, VP-brand management for Harrah's Entertainment, recently oversaw the merger of two major players in the gaming world-Harrah's and Caesars, which it bought for $5 billion-creating the world's largest casino company. Ms. Hart's topic at this year's Association of National Advertisers' conference is brand and organization integration, and the quantitative customer research conducted before the historic merger. Here, she relates to Advertising Age reporter Megan McIlroy how it takes a lot more than luck to meld such industry giants.
How did you know it was the right time to integrate Harrah's and Caesars?
We just realized we had a very large portfolio and needed to rationalize that portfolio in a way that made sense. We also decided we wanted...
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