Mohegan Sun Goes Into Play

Connecticut’s Mohegan Sun is about to place a new bet in its quest to lure visitors amid tough competition from arch-rival Foxwoods and casinos in Atlantic City.

Mohegan has parted ways with Kirshenbaum Bond Senecal + Partners after the MDC Partners unit declined to participate in a review.

Russel Wohlwerth at consultancy Ark Advisors is overseeing the process.

The new agency’s task will be to drive traffic in a continued down economy when more folks than ever are keeping a close watch than ever on their discretionary dollars.

Both creative and media duties are in play. Ad spending at the tribal casino complex has slipped of late, down to $4 million in the first two-thirds of 2010, per Nielsen. Mohegan spent $9 million on ads last year and $15 million in ’08.

“We’ve had an amazing six years with KBS+P doubling the life expectancy of most agency relationships. Together we have outpaced category growth. However, consumer confidence is still low and our competition has changed so we’re doing due diligence. We invited KBS+P to participate in our review process, but they have declined to do so,” George Galinsky, Mohegan vp, marketing communications, said in a statement.

The New York-based agency won the account in April 2004 after a review.

The shop has seen considerable change in 2010 in terms of staffing moves and office reconfigurations. It’s won scant new-business, however. And in terms of Mohegan, the agency’s luck just ran out.