BSSP Wins Mitsubishi as the Brand Prepares to Boost Marketing
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Butler Shine Stern & Partners has traded Mini for Mitsubishi.
The Sausalito, California-based independent agency, which resigned the U.S. Mini account in March, will take over as Mitsubishi’s agency of record for creative, social and digital duties after a review, according to the automaker. Mitsubishi recently parted ways with Omnicom Group’s 180LA after a seven-year relationship.
Mini, which is owned by BMW, has yet to name a new U.S. agency. BSSP severed ties with the brand in March prior to an anticipated review. Now the agency takes over Mitsubishi as the brand prepares to increase its marketing spending ahead of two new vehicle introductions: the new Eclipse Cross compact crossover and a plug-in hybrid version of its top-selling Outlander brand.
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