MITSUBISHI TAPS DEUTSCH FOR CANADIAN LAUNCH

Agency to Open Toronto Office; Spending Could Reach $25 Million

By Published on .

DETROIT (AdAge.com) -- Mitsubishi Motor Sales of Canada, Toronto, named Interpublic Group of Cos.' Deutsch as its first agency of record after a review involving undisclosed contenders.

Mitsubishi will start selling cars in Canada in September with all eight of its vehicle models and at least 50 dealers.

Ad spending is

Related Story:
BRITISH BAND MAKES U.S. DEBUT IN CAR COMMERCIAL
Dirty Vegas Aligns Tour With Mitsubishi Ad Campaign
expected to reach $25 million in 2003 and will grow with sales. The marketer wants to sell 20,000 vehicles next year in Canada.

Deutsch will open an office in Toronto, manned by locals, although some staff from Deutsch, Los Angeles, will help them get up to speed on the auto brand, said Mike Sheldon, managing partner of the Los Angeles office.

That office handles Mitsubishi Motor Sales of America's U.S. account. Deutsch will open a smaller, four-person office in predominantly French-speaking Montreal "to make sure our message is culturally relevant."

Most Popular