Mitsubishi Battle Moves To L.A.

Deutsch has won the first lap in the race for Mitsubishi Motor Sales of America’s consolidated $80 million dealer ad account, as the contest shifts to the West Coast today.
Deutsch, New York and Santa Monica, Calif., bested Grey/Zimmerman, Los Angeles, for the estimated $15 million creative and media account for the New York Metropolitan region, according to Mike Nash, vice president, marketing, planning and dealer support, for Mitsubishi Motor Sales of America in Cypress, Calif. The region was previously handled by Zimmerman & Partners, Ft. Lauderdale, Fla., which forms one-half of Grey/Zimmerman.
Mitsubishi’s two designated dealer agency shops are set to present today in Los Angeles, according to Nash. The winner would handle dealer groups in greater Los Angeles, currently handled by Grey Advertising’s L.A. office, as well as San Diego, San Francisco, Seattle, Portland and Las Vegas.
These two reviews are the first of seven or eight pitches nationwide, said Nash. Each dealer group is expected to pick one of the two shops by February, Nash said.
“We’re excited to have gotten the first one under our belt,” said Peter Drakoulias, partner and director of business development at Deutsch.