Amsterdam Worldwide (also in Berlin and Paris) has won lead status on Mitsubishi Motors’ global creative account. Mitsubishi is the sixth biggest Japanese carmaker and the 16th worldwide.
Mitsubishi recently appointed Butler Shine in the US and works with Golley Slater in the UK so it’s not clear how they’ll be affected.
Amsterdam Worldwide has produced a new brand strategy ‘Ambition to explore’ and a new tagline ‘Drive your ambition.’
Mitsubishi Motors vice president, global marketing and sales Guillaume Cartier says: “Amsterdam Worldwide has been an important partner in the renewal of the Mitsubishi Motors brand, and we value their strategic thinking, creativity, and agility. They have delivered on all fronts in a high-pressure period for us.”
Mitsubishi Motors lost $1.6bn last year when it was found to have overstated the fuel efficiency of over half a million vehicles. It specialises in SUVs and is developing electric vehicles. Amsterdam Worldwide CEO Brian Elliott previously worked on Mitsubishi.
It remains to be seen if ‘Drive Your ambition’ can revive Mitsubishi or is just another example of meaningless guff from a car manufacturer. It would be nice to see an auto campaign that majored on driving a car. A new name in place of the tongue-twisting Mitsubishi might also help.