Mitsubishi Shifts Direct Work to Deutsch

LOS ANGELES Mitsubishi Motors Sales of America has moved its more than $10 million direct marketing and interactive account from independent 10th Degree to Deutsch/LA arms Deutsch Direct and iDeutsch, the client confirmed.

The interactive division of Interpublic Group’s Deutsch/LA in Marina del Rey, Calif., iDeutsch created the Web site “” that premiered via a TV spot during the Super Bowl last month. Ian Beavis, senior vice president of marketing for the Cypress, Calif.-based client said at the time he was pleased with how the spot drove 11 million visitors to Mitsubishi’s Web site in the six hours following the game [Adweek, Feb. 9].

“Based on the success of that work, and that we are state of the art in interactive and direct, it just made sense to have it all under one roof,” said Mike Sheldon, the agency’s managing partner and general manager. “The reality is we have a lot of work to do on Mitsubishi, and we need all the tools at our disposal.”

A client representative said there was a review for the business, but declined to name contenders. 10th Degree, based in Irvine, Calif., was not immediately available for comment.

Deutsch is Mitsubishi’s creative and media agency of record.