Mitsubishi Motors Names Critical Mass as Global Digital Agency of Record

By Erik Oster 

Mitsubishi Motors Corporation selected Critical Mass its global digital agency of record, the brand’s first global appointment for digital work.

“Leveraging Critical Mass’ dedication to customer-centricity and deep automotive experience, Mitsubishi Motors will be able to elevate our digital products and services with customers and showcase our inspirational, design-forward product line up of SUV, 4WD, and plug-in hybrid electric vehicles and automotive technologies,” Mitubishi Motors corporate vice president, global marketing and sales Guillaume Cartier said in a statement.

“The unique thing about this new partnership is our shared understanding that Mitsubishi is in the midst of a generational shift – and their customers need to become a bigger part of that story,” added Critical Mass senior vice president, managing director Andrea Lennon. “Digital will certainly enable that and we couldn’t be more excited to apply our expertise and core capabilities to the partnership.”


Critical Mass will be tasked with evolving the brand’s digital ecosystem globally, including brand immersion, site operations and “an analytics-driven digital platform to power the global brand.” The agency will lead the account from its London office, with its first digital work expected sometime this fall.

Mitsubishi North America selected Butler Shine, Stern & Partners (BSSP) as its new creative AOR last September concluding a review launched in May. The following month, Mitsubishi Motors Corporation selected Amsterdam Worldwide as its lead global brand agency without a review. BSSP launched its first work for Mitsubishi earlier this month.

Last month, Critical Mass welcomed two senior hires to its New York office and promoted one.