Mitsubishi’s Hispanic Search Remains on Track

LOS ANGELES Despite the departure of senior vice president of marketing Ian Beavis last week [Adweek Online, Nov. 22] and the review of the creative portion of its $280 million general market account, Mitsubishi Motors North America said that its ongoing search for an Hispanic agency would continue on its current schedule.

The review is being led at the Cypress, Calif.-based automaker by Kevin Mayer, product marketing manager, said Dotty Diemer, Mitsubishi vice president of public relations.

Diemer said there is no Hispanic agency incumbent and would not comment on the timetable. Mayer was unavailable for comment.

Last year, Mitsubishi spent $280 million on general market advertising and $235 million through September 2004, according to Nielsen Monitor-Plus.

According to the Association of Hispanic Advertising Agencies, Mitsubishi has not been among the top seven Hispanic-media automotive advertisers, spending less than Kia, at the bottom of AHAA’s list at over $6 million in 2003.