Traffic to up Mitsubishi's future efforts

Share this content:

Mitsubishi Motors North America has named Traffic its agency of record for strategy, creative and interactive, replac­ing former strategy and creative AOR BBDO.

The independent agency was chosen in a four-month review process that narrowed a broad field down to four: Traffic; DDB Los Angeles; Ignited and WongDoody Los Angeles. BBDO, which had come to the end of its three-year contract with the car company, did not defend.

“When we started the process, we were seeking an agency close to our headquarters and a small to midsize shop where we would be a very significant part of its client portfolio,” said Francine Harsini, director of advertising for Mit­subishi Motors North America. “We saw the strength of the Traffic team and its chemistry and stra­tegic thinking.”

Traffic will be responsible for all brand strategy and execution of that strategy through various creative channels. It will also help Mitsubishi develop and manage its Web site.

“On the interactive side, it brings a lot of support in terms of what we want to do with inte­gration,” noted Rich Donnelson, director of relationship marketing for Mitsubishi.

Harsini and Donnelson declined to comment on the size of the account, but TNS Media Intel­ligence reports that Mitsubishi spend $155 million in US mea­sured media last year.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here