RPM3 defends pounds 13m Mitsubishi account with revamped team

RPM3 is fighting to safeguard its pounds 13.5 million Mitsubishi account following the ousting of the company’s marketing director, Colin Pierce.

RPM3 is fighting to safeguard its pounds 13.5 million Mitsubishi

account following the ousting of the company’s marketing director, Colin

Pierce.



The agency has put a completely new team of people onto the account

after the removal of Matthew Lutos, the joint chief executive of RPM3,

from the business.



Lutos has nurtured a close relationship with Pierce during the eight

years he has worked on the brand, which is RPM3’s largest account. It

was held by Butler Lutos Sutton Wilkinson before the agency merged with

Cowan Kemsley Taylor to become RPM3 18 months ago. The end of the

alliance, together with a difficult year for the car industry, has led

to speculation that an advertising review is likely.



Pierce has worked at the Colt car company, which distributes Mitsubishi

in the UK, for 21 years. His departure follows a management shake-up

which was instigated by the departure of Colt’s managing director,

Stephen Dixon, in March.



Dixon has been temporarily replaced by the troubleshooter, Denis Murphy,

who was previously at Denver Motors. Mitsubishi’s recent mid-market car

launches, the Charisma and the Gallant, have not performed as well as

expected and marketing budgets have been reduced this year.



RPM3 set up a dedicated fast-track unit to handle Mitsubishi’s pounds 2

million account, which it won in February. The standalone unit has its

own production, account handling and creative staff.



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