Golley Direct beats three to take Mitsubishi UK account

Mitsubishi Motors UK has appointed Golley Direct to its multi-million pound direct marketing account after a four-way pitch against undisclosed agencies.

The review, which started in August (MW August 5) was overseen by Mitsubishi general manager of marketing Haydn Davis.

Mitsubishi parted company with incumbent The Fine Line following the agency’s acquisition by McCann Erickson. Mitsubishi Motors’ European advertising is handled by Strawberry Frog in Amsterdam. The independent UK importers can use or adapt the advertising or use work commissioned from Golley Slater in Cardiff, its UK ad agency.

Golley Slater has created a national television campaign for the Mitsubishi L200 pick-up, a sector of the market dominated by Mitsubishi. The campaign breaks today (Wednesday) during football programming and will be supported by press advertising.

Next year, Mitsubishi will launch a three-door version of its Colt hatchback. It will be followed by a new Lancer saloon and estate, and a diesel version of its recently introduced Grandis MPV.

The parent company is being restructured following financial difficulties and the decision by DaimlerChrysler to relinquish its shares in Mitsubishi.

Manning Gottlieb OMD handles media planning and buying.

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