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OCT 2007

Why Harrah's Opted to Roll Dice on $5 Billion Merger With Caesars†

Q&A: VP Kris Hart Says Research Showed Move Would Be Brand Booster

Advertising Age, October 15, 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.

Category: Brand Strategy
Tags: Harrah's, Brand Architecture & Portfolio

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