MMGY lands Las Vegas icon R&R Partners in its biggest deal yet
Two of America's biggest names in destination marketing are now under one roof. MMGY Global has acquired R&R Partners, the Las Vegas agency best known for the line "What Happens Here, Stays Here".
The deal closed on 30 September and was announced on 14 October. Terms were not disclosed, but MMGY calls it the largest transaction in its four-decade history. Together the two businesses have more than 800 people, and MediaPost puts their combined billings at around $500 million.
A Vegas institution
R&R was founded 52 years ago by Sig Rogich as an advertising shop. Billy Vassiliadis bought it in 1994 and remains chairman and principal owner, according to The Nevada Independent. Michon Martin, who took over day-to-day running of the firm about a year ago, is CEO.
The agency is headquartered in Las Vegas, with offices including Washington DC and Mexico City. Its work runs well beyond advertising and media into PR, events, crisis consulting, experience design and government affairs. That last part includes a Nevada lobbying operation with deep ties to the state legislature, which The Nevada Independent reports will carry on working as before.
Clients include the Las Vegas Convention and Visitors Authority, Allegiant, the Las Vegas Grand Prix, the Las Vegas Raiders and the Athletics.
Why MMGY wanted it
MMGY, based in the Kansas City area and majority owned by funds managed by EagleTree Capital since 2023, is built around travel, tourism and hospitality. The two agencies already work side by side for the LVCVA, Brand USA, Discover Puerto Rico and Explore St. Louis.
R&R gives MMGY two things it did not have. The first is public affairs and government relations, which Skift notes matters to tourism boards fighting for funding. The second is reach into new sectors including aerospace and defence, healthcare, professional sport and consumer products.
CEO Katie Briscoe said the opportunity is "bigger than adding capabilities to a menu", in comments published by Roastbrief.
What changes, and what does not
Very little on the surface. R&R keeps its brand, its leadership and its Las Vegas base, and client teams stay put. Martin joins MMGY Global's executive leadership team and R&R gets access to MMGY's network across North America, Europe, the Middle East and Asia.
Martin told News 3 Las Vegas that R&R had found "a partner that shares our passion for the power of independence".
Jones Day and Alvarez & Marsal advised MMGY. RSM and Frankfurt Kurnit Klein & Selz advised R&R.
Why it matters
This is a merger of two agencies that already shared clients, which takes much of the risk out of the integration. It also shows how PE-backed specialists are growing: buy the partner you already know, keep its name, and sell a wider set of services to the same clients. With The Nevada Independent reporting international visits to Las Vegas down more than 7% through August, a bigger combined team gives both agencies more firepower for destinations under pressure.
Thinking about who your natural partner might be? Start the conversation at Agencies.co.
Sources: R&R x MMGY Global, Skift, MediaPost, The Nevada Independent, Roastbrief, News 3 Las Vegas