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Mitsubishi Motor is planning a review to select its first agency in Canada as the relationship between the car maker and its U.S. shop, G2, continues to weaken, sources said.
The pending search in Canada has prompted Asatsu/BBDO, the Japanese agency which handles Mitsubishi in most regions except North America, to team up with another Omnicom Group-aligned shop to pitch the projected $15-20 million account, said sources.
Asatsu has formed an alliance called “Team Diamond” with Griffin Bacal Volny in Toronto, a $25 million shop led by car veteran Peter Volny, to pursue the Canadian account, said sources.
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