Mohegan Sun Competition Gets in Gear

NEW YORK Select Resources International has begun sending out requests for proposals for the creative portion of the Mohegan Sun ad account, sources said.

The business, handled by independent Cliff Freeman and Partners in New York since April 2001, went into review last week. That agency plans to defend. A representative for the Santa Monica, Calif.-based SRI said the client has a preference for agencies in the New York and Boston areas.

The rep said questionnaires are due back next week, and that the client expects to name an agency by early April.

George Galinsky, vice president of advertising and public relations at Uncasville, Conn.-based Mohegan Sun, is running the review from the client side. He could not be reached for comment.

Before placing the account at Cliff Freeman, the client worked with indie Mintz & Hoke in Avon, Conn., which continues to handle media chores. Mintz & Hoke is not participating in the creative review, an agency representative said. Media is unaffected.

Recent work from Cliff Freeman for the resort is tagged, “Come play,” and has shown customers fantasizing about its indoor waterfall and other attractions.

In 2003, the client spent about $15 million in measured media from January through October, per TNS Media Intelligence/CMR. Sources said the client expects to spend more than $25 million over the next year.

Mohegan’s rival in Connecticut, Foxwoods Resort & Casino, is conducting a separate agency review.