10th Degree Gets Mitsubishi Web Duties

LOS ANGELES Mitsubishi’s digital television division has assigned Web site development duties to direct and interactive marketing agency 10th Degree, said Frank DeMartin, Mitsubishi vice president of marketing.

The assignment came just after 10th Degree lost interactive work it had been performing for Mitsubishi Motors, when the account was relocated to its creative agency, Interpublic Group’s Deutsch/LA [Adweek, March 22]. Sources pegged the value of the account at under $500,000.

“10th Degree was selected due to their expertise in the interactive space and also for their deep, broad base of capabilities that will help us truly integrate all our online marketing activities,” said DeMartin, at Mitsubishi Digital Electronics America, Irvine, Calif.

“They are owners of the big-screen space,” said Larry Shurtz, vp of business development at 10th Degree, Irvine. “We were selected from five to seven competitors to re-establish their brand on the Internet. It’s a branding challenge that we will build around the heritage of the brand, the picture quality and the ease of use.”

Other agencies in the review were not disclosed.

10th Degree also counts the Orange County Register, Moska swimwear, Nutrimart and Global Formulas, Comprehensive Life Insurance and Financial Mcclendon as clients.