“We had a lengthy and fruitful relationship with McCann,” Moore said. “They’re a wonderful team of people and we're grateful for and proud of everything we achieved together.”
“When MGM Resorts came to us in 2015, they were known as a Las Vegas Hospitality and casino company,” a McCann spokesperson said. “Fast forward to today and MGM Resorts’ influence and brand has expanded exponentially—it is now known around the world as a global entertainment powerhouse with a single mission: To entertain the human race. We’re incredibly proud to have played a key role in MGM’s biggest marketing moments and in the collective work we’ve done evolving the brand to what it is today.”
The appointment marks the latest loss for McCann, which was dealt a big blow last September when Verizon parted ways with it as its lead agency for its consumer account, appointing WPP’s Ogilvy to handle that business. Commonwealth/McCann client General Motors is also reviewing its agencies with potential changes on the horizon as it seeks cost savings, Ad Age reported this week. Ikea hired McCann in September of last year for global branding.
Mischief streak
The move continues a winning streak for Mischief, which has been increasingly awarded business without a review. Those new wins include Pizza Hut, which named Mischief its social agency of record last November; Outback Steakhouse, which hired it as its creative agency of record last year; and Chili’s, for which the shop has become its longterm creative partner.
MGM Resorts and Mischief began working together over the past several months “on a contained strategy project,” according to the agency.
“Getting to know each other with a project first meant we could truly see each other for who we are and how we do what we do—without the noise of pitch theater,” said Kerry McKibbin, president and partner at Mischief. “It also meant avoiding the lengthy process and getting right to work for MGM. For us, there’s no better way to start a long-term relationship.”
The initial project also did not involve a pitch.
Asked about the nature of the strategy project, Moore said only, “We will never stray from our core mission: MGM Resorts provides humanity an unforgettable escape—a unique world filled with anticipation, entertainment and unparalleled experiences. What will evolve, however, is the way in which this mission shows up in the world creatively. We’re excited about bringing this to life in unignorable and unexpected ways. Our goal with the Mischief union is to ensure our creative messaging is as unforgettable as the experiences we provide.”
