Mitsubishi Taps StrawberryFrog for Europe

BOSTON — StrawberryFrog has been awarded creative chores for Mitsubishi Motors’ European advertising account, creative director and partner Scott Goodson said.

Sources estimated spending at $40-50 million.

The Amsterdam-based independent bested five other agencies in a review: Asatsu, the incumbent, with European headquarters in Amsterdam; BBDO, Grey and Arnold’s Rempen & Partners, all in Duesseldorf; and Scholz & Friends Ted Bates, Hamburg, sources said.

StrawberryFrog’s first project will be a multimedia campaign supporting the launch of the client’s 2003 Mitsubishi Outlander sportswagon/SUV crossover vehicle. Print, TV and outdoor advertising are all planned, Goodson said. StrawberryFrog sister shop BlueberryFrog will handle guerilla marketing.

The client’s U.S. account is handled by Deutsch’s office in Los Angeles.