LOS ANGELES Robert Martin has resigned as director of brand marketing at Mitsubishi Motors North America, a company representative confirmed today.
Mitsubishi said his successor has not been named, and that Martin would work through next week.
Martin, a former Hyundai executive, joined the company last November. A source said he was instrumental to the Cypress, Calif. automaker's internal segmentation study used to reposition the brand during its recently concluded $200 million creative review. Omnicom Group's BBDO in New York was named the automaker's lead agency in that competition.
During the review, a number of key executives at Mitsubishi—including director of advertising Diane Hong, svp of marketing Ian Beavis and CEO Finbarr O'Neill—also resigned.
Kevin Mayer immediately replaced Hong. Rich Gilligan, former COO, was named to replace O'Neill in January. In February, David Schembri left Mercedes-Benz to take the position of evp, sales and marketing.