Mohegan Sun Starts Ad Review

Mohegan Sun Casino has placed its advertising account, held by Mintz & Hoke for nearly five years, into play.

“This is not a headhunting expedition to unload Mintz & Hoke,” said Michael Bloom, senior vice president of marketing for the Uncasville, Conn., client. “It’s purely time. It’s prudent business every four or five years to review your options and see what’s out there in the marketplace.”

Bloom declined to disclose the budget. According to Competitive Media Reporting, Mohegan Sun spent about $7 million on ads in each of the past two years. The business has been a signature client for Mintz & Hoke and become one of its creative showcases.

Mintz & Hoke, Avon, Conn., has been invited to participate in the process being overseen by Pile and Co., Boston. The agency intends to take part, said Mintz & Hoke president Chris Knopf.

The shop is in the midst of launching its latest TV campaign for the client, the first to feature Colin Mochrie of the ABC series Whose Line Is It Anyway? A trio of 30-second spots will air through June in Boston, New York, Albany, N.Y. and Connecticut.

The client looks to have a list of contenders by March 1; a decision is expected within the next two months, Bloom said. Mainly East Coast agencies with at least $100 million in total billings are being invited, he added.