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Mitsubishi Motors Names Critical Mass Global Digital Agency of Record



Appointment marks the brand’s first global agency appointment for digital work

Mitsubishi Motors Names Critical Mass Global Digital Agency of Record

Mitsubishi Motors today announces the appointment of global experience design agency Critical Mass to global digital agency of record, responsible for developing a new digital ecosystem for the company’s customer base around the world. This is the brand’s first global agency appointment for digital work. Ranging from brand immersion and creative innovation to transparent corporate governance and enhanced site operations, Critical Mass will deliver an analytics-driven digital platform to power the global brand.  

Mitsubishi Motors is aiming to maximise its strengths in key growth markets where its brand has strong potential. In support of its goals, the company launched its new brand strategy under the new “Drive Your Ambition” global tagline at the 2017 Tokyo Motor Show, which strives to clearly differentiate Mitsubishi Motors as a customer-centric force in global mobility. To further achieve this, Critical Mass will bring Mitsubishi Motors’ digital platforms to the forefront through experience design and an unwavering focus on the consumer.

“Leveraging Critical Mass’ dedication to customer-centricity and deep automotive experience, Mitsubishi Motors will be able to elevate our digital products and services with customers and showcase our inspirational, design-forward product line up of SUV, 4WD, and plug-in hybrid electric vehicles and automotive technologies,” said Guillaume Cartier, corporate vice president of Global Marketing & Sales Division at Mitsubishi Motors.

“The unique thing about this new partnership is our shared understanding that Mitsubishi is in the midst of a generational shift – and their customers need to become a bigger part of that story,” said Andrea Lennon, senior vice president and managing director at Critical Mass. “Digital will certainly enable that and we couldn’t be more excited to apply our expertise and core capabilities to the partnership.”

The company’s new digital ecosystem will also support Mitsubishi Motors in rebuilding trust with customers through enhanced communication and transparency as it works to deliver a strong range of advanced four-wheel drive, connected vehicle and lower-emissions technologies. Led from Critical Mass’ London office, debut digital work is set to be launched in Fall 2018.

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Categories: Automotive, Cars

Critical Mass UK, Tue, 27 Mar 2018 09:57:14 GMT