Deutsch Seeks Mitsubishi Chief

Account Director Need Not Be a ‘Car Person’
LOS ANGELES–Deutsch has begun a search for a national account director on its Mitsubishi business, as it prepares to reposition the car maker with a new national campaign.
The agency is talking to several candidates about the post, according to Mike Sheldon, executive vice president and general manager of Deutsch/LA in Marina del Rey, Calif.
“It doesn’t even have to be a car person,” said Sheldon. “We’re looking for a big brain, big heart and a thick skin. And two degrees off center.”
Eric Hirschberg, executive vice president and creative director of Deutsch/LA, said the agency has already staffed up creatively, putting multiple creative teams on the business. Hirschberg and Sheldon oversee all Mitsubishi work at the shop, reporting to chief executive officer Donny Deutsch in New York.
Deutsch recently won the $55 million assignment to launch Mitsubishi Motor Sales of America’s new Galant sedan and has effectively taken over the automaker’s $100 million factory account, said sources. G2 Advertising in Huntington Beach, Calif., which had handled the business for over a decade, will close by October.
Mitsubishi vice president of marketing Katy Bremer credits Deutsch’s dealer ads, which have replaced G2 ads nationally, for the automaker’s 24 percent sales boost in May.