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Mitsubishi ‘Decides Not to Decide’
LOS ANGELES–Mitsubishi Motor Sales of America has made a U-turn in the review for its estimated $65-80 million consolidated dealer account. Rather than picking a single shop, the Cypress, Calif.-based client selected Deutsch in New York and Santa Monica, Calif., and Grey/Zimmerman in Los Angeles to both serve as national dealer shops. The shops will now compete for the 40 Mitsubishi Dealer Advertising Associations being formed around the country. Rather than 40 individual pitches, however, sources said the two shops will probably compete in four or five regional reviews, with a decision in January.
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