Mitsubishi Electric Reviews

Mitsubishi Electric America has kicked off a search for a new agency to handle its estimated $2-3 million account.
Skip Pile, president of Pile and Co. in Boston, is heading up the review on behalf of the Cypress, Calif.-based electronics client.
The account encompasses corporate business-to-business advertising for all the company’s divisions except TV, according to Donnelle Koselka, the client’s manager of corporate communications. Some of the company’s 11 divisions–which market electronics equipment ranging from televisions to notebook computers to sewing machines–use their own agencies, which may be invited to pitch the corporate account, Koselka said.
TBWA Chiat/Day in Venice, Calif., has periodically created corporate ad campaigns for the company but is not involved in the current search, said Koselka. “They developed a new campaign for us about every two years, and bought the media,” she said.
The review is expected to be completed by the end of the summer, she said. The company hopes for new work to break in the fall.
Mitsubishi Electric America is the U.S holding company for Mitsubishi Electric Corp. in Japan.
The parent company has been undergoing financial difficulties, announcing earlier this month that it will cut 3,000 jobs over the next three years to cope with mounting losses. The cutbacks were not expected to affect the company’s U.S. operations.
Separately, Pile and the West Coast’s leading search consultant, Mike Agate of Select Resources International in Los Angeles, recently met to discuss the possibilities of working together. While the two consultants ruled out a merger, Agate said they may look to “take advantage of mutual synergies” in the future.