Mitsubishi Selects Amsterdam Worldwide as Lead Global Brand Agency

The Amsterdam-based agency, which also has offices in Paris and Berlin, was tapped for a confidential brief last spring to develop and propose a new brand strategy. Mitsubishi introduced that strategy, “Ambition to Explore,” at the Tokyo Motor Show and creative from Amsterdam Worldwide centering around the tagline “Drive Your Ambition” is also debuting at the event before being rolled out globally.

The appointment follows Mitsubishi naming Butler, Shine, Stern & Partners (BSSP) as its U.S. agency of record last month after seven years with 180LA, concluding a review launched in May which did not include the incumbent. Mitsubishi works with agency Golley Slater in the U.K.

It also follows last year’s revelations that the company had overestimated the fuel efficiency of some 625,000 vehicles, a contributing factor to a $1.6 billion loss for the 2016 fiscal year.

“Amsterdam Worldwide has been an important partner in the renewal of the Mitsubishi Motors brand, and we value their strategic thinking, creativity, and agility,” Mitsubishi Motors vice president, global marketing and sales Guillaume Cartier said in a statement. “They have delivered on all fronts in a high-pressure period for us.”

“It’s great to be back in the driver’s seat on this legendary brand,” added Amsterdam Worldwide founder and CEO Brian Elliott, who led pan-European advertising efforts for Mitsubishi in the mid-2000s.

“Those who know the pedigree of Mitsubishi Motors in pioneering innovations – rugged SUVs, sophisticated four-wheel drive, and advanced electric vehicles – understand just how special this brand is,” he added. “In this 100th year for auto making under the Mitsubishi name, we are delighted to work with MMC on their exciting and ambitious ‘Drive for Growth’ plan into the future.”

According to Kantar Media, Mitsubishi spent around $95 million on measured marketing in the U.S. last year. French consultancy COMvergence estimates Mitsubishi’s global measured media spend each year (excepting Japan) at $275 million.