Help Wanted At Deutsch

Shop Seeks ‘Off Center’ Leader for Mitsubishi
LOS ANGELES–Deutsch has started a search for a new senior vice president, account director on its Mitsubishi Motor Sales of America business, as it prepares to reposition the automaker with a new national campaign.
The shop is talking to several outside candidates for the post. “It doesn’t even have to be a car person,” said Mike Sheldon, executive vice president and general manager of Deutsch/LA, Marina del Rey, Calif. “We’re looking for a big brain, big heart and a thick skin. And [someone] two degrees off center.”
The new executive will report to Sheldon, who said only outsiders are being considered because Deutsch needs a more seasoned executive to head the business.
Eric Hirschberg, executive vice president and creative director of Deutsch/LA, said the agency has already staffed up creatively, putting multiple teams on the account. Hirschberg and Sheldon oversee the Mitsubishi business, reporting to chief executive officer Donny Deutsch.
Deutsch recently beat longtime factory shop G2 Advertising, Huntington Beach, Calif., for the $55 million assignment to launch Mitsubishi’s new Galant sedan. While the client will only confirm the Galant duties, sources said Deutsch has effectively taken over the $100 million factory business. G2 parent Grey Advertising, New York, plans to close that shop by October.
The agency’s Galant campaign will break around Aug. 1. Mitsubishi vice president of marketing Katy Bremer credits Deutsch’s dealer ads with its 24 percent sales boost in May.
Deutsch, which previously won Mitsubishi’s $65-80 million consolidated dealer account, has assigned about 80 staffers to the business in its two full-service offices in Marina del Rey and New York, plus service offices in Miami, Atlanta, Chicago and Dallas.