MGM Resorts hires Mischief @ No Fixed Address as new creative agency of record

MGM Resorts International has appointed Mischief @ No Fixed Address as its creative agency of record without a review. The independent agency will handle creative across all of the global hospitality and entertainment company’s brands including Bellagio, ARIA, The Cosmopolitan of Las Vegas and MGM Grand. Mischief’s remit does not include gambling brand BetMGM, which was recently won by Highdive (one of its first works will be its Super Bowl debut in 2024). Interpublic Group of Cos.-owned McCann Worldgroup had held the account for nearly a decade. “We’re at a really exciting time for MGM Resorts—overall business results are incredibly strong, we have exciting new tentpole events like Formula One, numerous hotel, amenity and restaurant refreshes, and further world-class expansion plans,” said Sarah Moore, MGM Resorts senior VP of marketing. “We needed an agency that could work with us in lockstep to amplify all this good news as well as supercharge future business growth. Right from the start, we felt the chemistry with Mischief. Once we saw what the Mischief team could do strategically, it felt only natural to extend our partnership creatively, as their track record speaks for itself.” Check out the latest Ad Age events and award programs McCann had held the lead creative account since 2015, through various events including the deadliest mass shooting in modern U.S. history, which occurred at one of MGM's Las Vegas hotels in 2017. The agency was also behind award-winning campaigns for MGM Resorts such as its “Universal Love” album, a collection of reimagined wedding songs for the LGBTQ+ community from famous artists, including Bob Dylan, released in 2018. A more recent 15-second TV spot from McCann, titled “The One Way In,” spotlights the company’s rewards program. “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.” “Contrary to what every therapist will tell you, all relationships start with a good problem,” Mischief Co-Founder and Chief Creative Officer Greg Hahn said in a statement. “For Mischief, at least. Because any good problem needs strategy to solve it. And that’s where our agency really nerds out.” MGM Resorts International spent $110 million in the first half of 2023 in the U.S. on measured media and a total of $239 million in 2022, according to Vivvix, including paid social data from Pathmatics. MGM Resorts’ total revenue rose 16% to $3.97 billion in the third quarter of 2023, it reported, despite a cyberattack last September that affected its systems and operations, costing the company about $100 million. Contributing: Brian Bonilla

MGM Resorts hires Mischief @ No Fixed Address as new creative agency of record

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