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After winning Mohegan Sun’s $15 million broadcast buying account last week, Mintz & Hoke is using the victory to do what the big agencies have done: unbundle media.
Mohegan Sun will be the foundation of a new Mintz division, Media Only, which opens its doors Oct. 1. Media Only will be headed by Lyn ette McCarthy, a shop vp and 25-year agency veteran. Along with associate director of media planning Eric Schweighoffer, she will oversee a staff of six Mintz planners and buyers.
Mintz, in Avon, Conn.,
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