DEUTSCH GETS $10 MILLION MITSUBISHI ACCOUNT

Agency Has Promotions, Direct Mail and Interactive Ad Work

By Published on .

SAN FRANCISCO (AdAge.com) -- Mitsibushi Motors North America awarded its $10 million promotions and direct marketing account to its general market agency, Interpublic Group of Cos.' Deutsch, Los Angeles.

The move puts the Japanese carmaker's entire $350 million ad budget with Deutsch.

Ian Beavis, senior vice president of

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marketing, said the promotions and direct marketing account previously was handled ad hoc. In addition, Mitsibushi moved its interactive marketing account from Irvine-based 10th Degree to Deutsch.

Under one roof
"It makes good business sense to go under one roof," Mr. Beavis said. "This will allow us to be a lot quicker to market and to make changes."

The move, he said, allows for "efficiencies not only with money but with time and integration."

Mitsubishi's Super Bowl ad showed a Mitsubishi and a Toyota trying to avoid obstacles thrown onto a highway. The spot ended in a cliffhanger; those wanting to see more were directed to a Web site, SeeWhatHappensNext.com.

The consolidation at Deutsch comes as Cypress, Calif.-based Mitsubishi, under new leadership, significantly altered its marketing approach from one based on music to one aimed at selling product features.

The shift had fueled speculation that the general marketing account might be in jeopardy. Mr. Beavis repeatedly had indicated he is satisfied with Deutsch's work.

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