April 10, 2002
Mitsubishi Motors selects ad agency for Canada
Toronto, Ontario – Mitsubishi Motor Sales of Canada has selected the same advertising agency that currently does its U.S. advertising: Deutsch Inc.
“We’re eager to translate our successful business model and brand approach to the Canadian marketplace,” said Greg O’Neill, Executive Vice President and General Manager, Mitsubishi Motor Sales of America.
Mitsubishi Motors Canada is launching in September 2002, five months ahead of its original schedule.
“Our partnership with Deutsch will be especially important as we tailor a Canadian marketing plan to achieve our aggressive goals,” said Randy Sears, President, Mitsubishi Motor Sales of Canada, Inc. “We will be launching with eight vehicles and a target of capturing two percent of the Canadian car market, selling 20,000 vehicles in 2003,” added Sears.
Selecting from Canadian talent, Deutsch is assembling teams with relevant experience to service the Mitsubishi Motors account. Headquartered in Toronto with a team of seven account management, strategic planning, media and creative experts, they will work in tandem with a team of four in Montreal to maintain and deliver on the Mitsubishi Motors brand promise of Spirited Cars for Spirited People. A Canadian general manager will lead the group tailoring Mitsubishi Motor’s Canadian television, print, radio and outdoor advertising campaigns.
“Working with Mitsubishi Motors in Canada allows us to build a consistent and powerful brand across North America,” said Mike Sheldon, Managing Partner, General Manager, Deutsch Los Angeles.
Deutsch was named AdWeek’s Advertising Agency of the Year for the last five years running, and has won numerous International Automotive Advertising Awards. As the advertising AOR for Mitsubishi Motors Sales of America (MMSA), Deutsch has also won acclaim for its use of up-beat, fun, high-energy music that is pivotal to its advertising campaigns and becomes part of the brand.
Mitsubishi Motors is launching in Canada with its full line of vehicles including the Lancer, Montero, Montero Sport, Eclipse, Eclipse Spyder, Galant, Diamante, and its new entry-level SUV, Outlander. Vehicles were recently introduced to Canadian consumers at the Montreal, Canadian International, and Pacific International auto shows.
Mitsubishi Motor Sales of America, Inc., was established in 1981 by Mitsubishi Motors Corporation, Tokyo and markets a full line of vehicles, including coupes, convertibles, sedans, and sport utility vehicles. Its Web site can be accessed at www.mitsubishicars.com. Mitsubishi Motor Sales of
Canada, Inc., is a wholly-owned subsidiary of Mitsubishi Motor Sales of America, Inc. Its Web site can be accessed at www.mitsubishicars.ca.