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NINETY EIGHT REGENCY

Mitsubishi fills top marketing slot, names agency

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Mitsubishi fills top marketing slot, names agency

Lindsay Chappell

Automotive News -- June 9, 2010 - 3:27 pm ET

Mitsubishi Motors North America, showing U.S. sales gains just above breakeven so far this year compared with 2009, has named a new head of U.S. marketing after operating for more than three months without one.

Gregory Adams, 44, who previously worked with Mitsubishi in Japan, will become vice president of marketing and product strategy.

At the same time, Mitsubishi also signed a new advertising agency -- 180LA -- to replace its agency of record, Traffic.

Early this year, Mitsubishi said it was seeking a new U.S. agency to replace Traffic, which it had retained less than two years earlier. In February, Mitsubishi announced that its vice president of marketing, Frances Oda, had resigned.

Today, the automaker said in a statement that it is departing from the traditional agency-of-record structure, in which one advertising firm shapes and directs the client’s image.

Instead, Adams will rely on three new agencies working on different marketing fronts for the company. Mitsubishi said Schematic now will direct the company’s digital marketing, and Trivalle Communications will become its U.S. public relations firm.

Adams will oversee the entire activity, said Mitsubishi spokesman Maurice Durand in Cypress, Calif.

Adams most recently was senior manager for marketing strategy and intelligence with Ferrari Asia Pacific, helping introduce Ferrari into Asian markets.

Between 2003 and 2006, he worked in product planning with Mitsubishi’s parent company in Japan. He held the title of senior expert-advanced projects, product planning and program management.

Through May, Mitsubishi’s U.S. sales rose to 22,292 vehicles, up 1 percent compared with the same five months of 2009 in an overall market that is up 17 percent.

Read more: http://www.autonews.com/article/20100609/RETAIL03/100609856/1018#ixzz0qOKMlGUX

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