Dealer Review Set

Mitsubishi Motor Sales of America has launched a review to consolidate advertising for its dealer groups throughout the U.S. at one agency.
Billings on the account are between $65-80 million, depending on sales, according to Mike Nash, MMSA vice president, marketing planning and dealer support, who confirmed the review.
The review will be conducted by consultant Select Resources International of Los Angeles. Questionnaires will be sent to agencies this week. A winner will be selected by Nov. 30.
Mitsubishi’s dealer advertising is currently divided among Zimmerman & Associates in Fort Lauderdale, Fla., which handles several dealer associations nationwide; Grey Advertising’s Los Angeles office, which serves the $10 million Los Angeles/Orange County Mitsubishi Dealers Advertisers Association; and three smaller agencies across the country.
In an effort to bolster its standing in the review, sources said, Grey was in negotiations last week to acquire Zimmerman. Zimmerman principal Jordan Zimmerman could not be reached, and a Grey representative said the agency would not comment on what it termed “rumors.”
A team of executives from MMSA headquarters in Cypress, Calif., met with dealer representatives in August to discuss “how to develop a strong and consistent brand image [for the dealers], while driving traffic and increasing volume,” Nash said.
The review does not impact Mitsubishi Motor Sales of America’s factory account, handled by G2, a Huntington Beach, Calif.-based unit established several years ago by Grey. –with Michael McCarthy