StrawberryFrog wins Mitsubishi after five-way battle

LONDON - StrawberryFrog has beaten five international networks to win the multimillion-pound pan-European account for Mitsubishi Motors Europe.

The Amsterdam-based shop won the business after a pitch against BBDO Worldwide, Düsseldorf (the global network for DaimlerChrysler that owns 34% of Mitsubishi), Arnold Worldwide's Rempen & Partners, Grey Worldwide and Scholz & Friends.

The incumbent, Asatsu, Japan's third-largest agency, repitched for the account. Asatsu had handled Mitsubishi in Japan until last year, when the account moved to Dentsu.

Details of the forthcoming campaign strategy are as yet undisclosed, but Strawberry-Frog's activity will include guerilla and non-traditional communications, which will be handled through its sister agency, BlueberryFrog.

The UK business, worth £4m in the past 12 months, is handled by Golley Slater & Partners. It is unclear how StrawberryFrog's win will affect the UK shop's position.

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