Mitsubishi Motors North America, Inc. (MMNA) today announced it has selected Butler, Shine, Stern & Partners (BSSP) as its advertising agency of record. The change comes as the brand looks to continue building momentum in North America and on the precipice of two important new vehicle launches.
Mitsubishi awarded its account to BSSP after an extensive agency review process. BSSP will help drive Mitsubishi’s creative process and develop a consistent stream of integrated, strategic marketing and advertising campaigns designed to differentiate the brand in the marketplace.
“BSSP is a proven market disrupter and fits with Mitsubishi’s plans to challenge the industry status quo. They have strategic expertise in the industry that we feel will help us build on the momentum we’ve established the past couple of years,” said Francine Harsini, Senior Director, Marketing, MMNA. “Throughout the review process, BSSP demonstrated great knowledge, creative vision and a deep passion for our brand. We will look to BSSP to develop creative work that will resonate with our consumers and help us stand apart in the marketplace.”
BSSP is based in Sausalito, Calif. and is one of the largest independent agencies on the West Coast, providing highly creative, fully accountable marketing solutions to a broad array of partners. Core services include integrated advertising, data analytics, digital marketing, communications planning, web development, brand identity, design and strategic brand consulting. As a member of Worldwide Partners, Inc., a global network of independent agencies, BSSP has access to outstanding resources for insight and campaign implementation around the globe.
“At every step of the pitch process we felt like we clicked—great collaboration, and the chemistry was quite good. Mitsubishi makes a great product with tremendous potential. Our team is thrilled to put our deep experience in automotive to work for them,” said John Butler, partner and chief creative officer, BSSP.
For calendar year 2017, Mitsubishi sales are up over five percent and will go to market with two all-new vehicles in 2018: the Outlander Plug-in Hybrid Electric Vehicle (PHEV) CUV and the Eclipse Cross CUV.