Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
SRI Helps Car Maker Evaluate Its Marketing
By Michael McCarthy
LOS ANGELES–The other marketing shoe is dropping at Mitsubishi Motor Sales of America. This time it’s a big one.
The automaker has tapped consultancy Select Resources International here to conduct a top-to-bottom evaluation of its estimated $300 million advertising and marketing budget, as well as a review of its agency vendors.
The evaluation comes on the heels of an internal memo from chief operating officer Pierre Gagnon which stated that results have been “disappointing” and that the company needs to make “significant changes” to improve its sales, customer satisfaction and quality levels.
Peg Dilworth-Hunt, director of marketing communications for the Cypress, Calif.-based
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in