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
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.’