Brann London beats off four to land pounds 2m Mitsubishi business

Brann London has triumphed in the long-fought race for Mitsubishi Motors’ below-the-line business.

Brann London has triumphed in the long-fought race for Mitsubishi

Motors’ below-the-line business.



The agency beat off competition from the incumbent, Navigator, Triangle,

Black Cat and the incumbent on the above-the-line account, Roose &

Partners. The account is worth around pounds 2 million to Brann, and the

main focus will be to attract new customers to the marque.



Talks with direct marketing agencies began last April, although

shortlisted agencies were not briefed until November for the December

pitches.



The first wave of activity from Brann will be to launch the Pinin, a new

entrant to the sports utility vehicle sector, in the spring.



Dennis Kerslake, the managing director of Brann London, explained: ’The

focus of the marketing effort will be on conquest sales to expand the

range of customer types, embracing new customers who would never have

bought a Mitsubishi before. After this, the plan will be to develop a

complete relationship marketing programme.’



The sales and marketing director of Mitsubishi, Paul Williams, said:

’Brann London has great credentials in the car market, therefore we are

looking forward to having such a strong partner that can rise to the

complex challenges that the car market faces. Brann’s creative pitch was

strong and will get our Pinin launch off with a rocket.’



Kerslake added: ’Mitsubishi is a great brand with huge potential. We are

very much looking forward to launching the Pinin and taking the existing

brands to new heights.’



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