Cypress-based Mitsubishi Motors North America Inc. has hired three agencies to handle its $120 million yearly advertising account.
The automaker, part of Japan’s Mitsubishi Motors Corp., hired Santa Monica-based ad shop 180 Los Angeles, part of New York-based Omnicom Group Inc., to handle creative work.
The automaker also brought on Los Angeles-based Schematic Inc., part of Britain’s WPP PLC, to handle digital duties. Santa Ana-based Trivalle Communications LLC is doing public relations.
Mitsubishi passed on the traditional lead agency model in favor of three shops reporting to the automaker. In the past, Mitsubishi relied on one agency to coordinate marketing with other agencies.
Mitsubishi “has created a nontraditional partner agency structure where the client takes the strategic lead,” the automaker said.
The three shops report to Gregory Adams, vice president of marketing and product strategy.
Adams, who was recently brought on from Italy’s Ferrari SPA in Japan, worked in the Mitsubishi product planning department in Japan earlier in the decade.
The Mitsubishi account wins come after a six-month review.
Mitsubishi parted ways with lead shop Hollywood-based Traffic, which it hired in 2008. Before Traffic, it had a three-year relationship with BBDO West Inc. in Los Angeles, part of New York-based BBDO Worldwide.
The automaker hired SelectResources International of Santa Monica to handle a review in January.
Mitsubishi has struggled with marketing in past years after several mistimed cam- paigns failed to drive consumers into showrooms.
Mitsubishi’s major media spending has declined from $82 million in 2008 to about $20 million last year. Those figures don’t include online spending.
The automaker’s 2009 U.S. sales declined 44% to 53,986 autos from 2008.
Mitsubishi is planning “new and engaging consumer outreach plans throughout the summer and onward,” said Shinichi Kurihara, chief executive for Mitsubishi’s U.S. operation.
The auto account is the second big win in Orange County for 180 Los Angeles. It landed Irvine-based wireless service provider Boost Mobile LLC, part of Sprint Nextel Corp., in 2008.
The ad shop is in charge of the automaker’s TV, radio and print ads.
Digital ad shop Schematic is developing Mitsubishi’s website, social networking programs and display and search advertising.
Santa Ana’s Trivalle is managing public relations and media outreach.
The Los Angeles office of New York-based PHD Network will continue as the media agency responsible for planning and buying advertising.
Backup Push
Lake Forest-based Western Digital Corp., the top maker of disk drives for computers, portable storage devices and consumer electronics, wants to sell more drives to people backing up data.
The disk drive maker has started a global campaign about backing up that focuses on external drives.
“The campaign demonstrates how every computer user is only one mishap away from ‘losing it all’ and how easy that is to prevent,” said Greg Mitchell, partner and director of account services for Huntington Beach-based newcomer M4, which is handling the campaign.
The campaign includes print and store ads, Web banners and Internet videos. It features a small child playing with a laptop followed by the tag line, “Before you lose it, back it up.”
“We wanted to keep the campaign lighthearted and engaging,” said Cathy Scott, vice president of marketing and communications at Western Digital. “It’s a serious message. But we wanted everyone to be able to relate to the scenarios.”
The campaign is translated into 14 different languages and distributed to each of Western Digital’s offices around the globe.
The work is a big win for M4, opened last year by Mitchell, formerly of Irvine- based Skiver Advertising, Paul Christensen, former senior art director with Newport Beach-based O’Leary & Partners and Brad Londy, former copywriter with the Irvine office of New York-based Young & Rubicam Inc.
Western Digital originally worked with Skiver and shifted the account to M4 after Mitchell’s departure.
Mitchell has long ties to Western Digital’s Scott, who originally began working with him 15 years ago.
“I’ve worked on a whole lot of stuff over the years, but Western Digital has been an account I’ve worked on throughout,” Mitchell said.
M4 also is working with Santa Ana’s Orange County Council Boy Scouts of America, which is prepping for a marketing push.
Real Estate Branding
Costa Mesa-based real estate brokerage Voit Real Estate Service Inc. is looking to get its name out with its latest “Boots on the Ground” promotion.
The firm is mounting a regional expansion, including an office in Sacramento.
“Our strategy is to grow and open several offices in the Western U.S. over the next 18 months,” said Barbara Rea, marketing director at Voit.
Voit brought on Rea in April to manage branding efforts, which include synching up collateral, marketing strategies and getting employees to play the part of “brand ambassadors.”
“We want to show people that there are people out there and they are not just affiliates that we work with,” Rea said.
Part of the campaign includes print ads in real estate publications. The firm also plans to be at real estate events as a sponsor or with speakers.
