Traffic to up Mitsubishi's future efforts

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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.

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