Mitsubishi seeking new ad agency – Cadillac lands one
Monday, January 11th, 2010
Leftlane just reported days ago about the massive exodus away from Detroit’s longtime ad agencies, and today the changes continue. The changes began during the struggles of 2007, but in 2009 the Detroit Three, and now Mitsubishi have all begun to look elsewhere for their advertising genius.
Although Mitsubishi is a fairly small player in the U.S. market, it still offers a sizable $200 million budget each year for its advertising needs – enough to keep a small office park in the black – and then some.
The latest report from Automotive News says that amidst the 45% drop in sales for 2009 in the U.S. market, Mitsubishi is taking new advertising agencies into consideration. Mitsubishi began using the services of its current firm, Traffic, which it acquired in 2008 after dropping BBDO West.
After poor performance, Mitsubishi made it known that it would be looking for a new agency, and Traffic is reportedly not doing anything to stop the change.
But while Mitsubishi finds itself just beginning its search for a new ad agency, Cadillac has handed its $270 million account to Bartle Bogle Hegarty, based in New York.
“BBH was awarded the Cadillac business for their combination of passion for the Cadillac brand, deep insight into the luxury automotive target customer and outstanding creativity, ” said Cadillac general manager Bryan Nesbitt.
Cadillac had been with its previous firm, Modernista, for three years.
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