The World: Los Angeles - Unknown shop in shock $185m Mitsubishi win

Mitsubishi has sprung a surprise by awarding the creative assignment on its $185 million account to Traffic, a virtually unknown independent.

The agency was set up six months ago and has almost no other clients, but managed to beat DDB Los Angeles, Ignited and WongDoody to the business.

Dan Kuhnert, the Mitsubishi vice-president of sales and marketing, said Traffic has "a keen understanding of how to leverage the strengths of our brand".


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