Mohegan Sun has added new agencies to its roster to create ads ads and buy media.
Taxi has replaced People Ideas & Culture as lead creative agency for the Uncasville, Conn.-based entertainment complex. The assignment, which also includes advertising for Mohegan Sun properties in Wilkes-Barre, Penn. and Atlantic City, N.J., came after a review.
"We have an employee culture of mutual respect which translates to our guest experience, and we felt this cultural connection to the Taxi team too," said George Galinsky, vp of marketing communications at Mohegan Sun.
The new agency's first campaign for the Connecticut site is expected early next year.
At the same time, Media Storm has succeeded Horizon Media in the role of planning and buying media for online, outdoor and magazine ads. Newspaper and broadcast media buying remain at Mediaspace Solutions and Mintz & Hoke, respectively.
Total annual media spending for Mohegan Sun—across TV, print, outdoor and online—is estimated at $15 million.
PI & C had worked on Mohegan Sun since 2011. The media change does not affect Horizon's in-house sports marketing division, Scout Sports and Entertainment, which continues to work on the brand.
In the media shift, Galinsky cited Media Storm's track record of "successfully connecting brands with consumers on a level that inspires action."
The Norwalk, Conn. office of Media Storm, a unit of the newly formed Water Cooler Group, will lead management of the account. The agency also has offices in New York and Los Angeles. Other accounts include Fox, FX, Food Network, Connecticut Tourism and UFC.
Water Cooler is led by president Antony Young, the former North American CEO of WPP Group's Mindshare.