Mediastar has emerged triumphant from the review of Mitsubishi
Electronic PC’s pounds 4 million media planning and buying business,
amid speculation that the computer company will now review its creative
Mediastar pitched for the Mitsubishi business against Manning Gottlieb
Media and YMG Carat and was informed this week that it had won the
The media account was previously handled by the specialist technology
agency, Banner and Co, while creative is handled by Da Costa and Co.
The appointment comes as Mitsubishi’s Apricot PC brand activates plans
to expand into a wider market. It has traditionally been successful in
the small- to medium-size business market, but is now keen to build a
firm base in the home PC and larger corporate markets.
Ad budgets for the brand have been doubled from pounds 2 million to at
least pounds 4 million and the first advertising bought by Mediastar is
due to break on 1 September.
Bob Offen, the managing director of Mediastar, said that the Mitsubishi
win complemented the agency’s other technical client portfolio. ‘We
already handle Intel on the computer processing side, and Microsoft on
the software side, so Mitsubishi will be able to draw on our already
extensive knowledge of the computer markets,’ Offen said.
Mitsubishi’s plans for a more mainstream advertising push are thought to
involve a more consumer-oriented advertising campaign and a change of
creative agency has been mooted.