U.S. Mitsubishi Dealer Groups Consolidate Ads

LOS ANGELES-Mitsubishi Motor Sales of America has launched a review to consolidate advertising for its dealer groups throughout the U.S. at one agency, the client confirmed last week. Billings on the account are $65-80 million, depending on sales, according to Mike Nash, MMSA vice president, marketing planning and dealer support, who confirmed the review.
Dealer advertising is currently divided among Zimmerman & Associates of Fort Lauderdale, Fla., which handles several Mitsubishi dealer associations nationwide; Grey Advertising’s Los Angeles office, which serves the $10 million Los Angeles/Orange County Mitsubishi Dealers Advertisers Association; and three smaller agencies across the country.
Last week, sources said that Grey was in negotiations to purchase Zimmerman in an effort to become a stronger contender for the business.