Mitsubishi inviting agencies to pitch its $200 million advertising account
By Andrew C., 30 Aug, 2010. 0 Comments
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Amid its struggles to sell vehicles in this poor economy, Mitsubishi Motors North America is calling agencies to make a bid for its nearly $200 million advertising account, according to executives familiar with the matter. Independent agency Traffic, which has worked on the account since 2008, is not expected to re-bid for it. The ad industry got a surprise when in 2008, Mitsubishi shifted national creative responsibilities from Omnicom Group's BBDO West to El Segundo, Calif.-based Traffic.
Back then, Traffic was a brand-new firm that was supported by Cimarron Group. Mitsubishi had transferred the account due to the creative leadership of Tom Cordner, who is famous for having been responsible for the successful launch of Lexus automobiles while he was at Team One.
Managing the review is Select Resources International of Santa Monica, Calif., which also handled the review in 2008. Mitsubishi's US sales dropped 45% in 2009 to 53,986 vehicles after sales fell 26% the year before. Total industry sales declined 21% in 2009.
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