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Mitsubishi Motor Sales and its Dealers Select Two Ad Agencies To Service Regional Dealer Ad Associations

5 December 1997

Mitsubishi Motor Sales and its Dealers Select Two Ad Agencies To Service Regional Dealer Ad Associations

 Selection of Deutch and GZ (Grey/Zimmerman) Represents First Major Business
     Decision Reached Through New, Collaborative Decision-Making Process

    CYPRESS, Calif., Dec. 5 -- Mitsubishi Motor Sales of America,
Inc. (MMSA) today announced the selection of two national advertising agencies
to individually compete for the retail advertising business of each MDAA
(Mitsubishi Dealer Advertising Association) that has been established by MMSA
and its retail partners.  This is the first major business decision reached
through a new, collaborative decision-making process recently instituted by
the new executive management team at MMSA.
    "This decision is significant as much for the process involved as it is
for the decision we made," said Mike Nash, vice president, retail strategies
and dealer support.  "This decision was reached as a result of a
recommendation from MMSA's Retail Marketing Council, one of 12 `change' teams
that are currently identifying ways for MMSA to fundamentally improve the way
it conducts business," said Nash.
    The change teams, according to Nash, are cross-functional in their makeup,
and include dealer representation.  One of those teams, the Retail Marketing
Council, has been studying ways to promote a more consistent brand image
nationwide for Mitsubishi Motors.  That team recommended that MMSA increase
its MDAAs from 11 to 40, and further suggested that one advertising agency be
selected to replace the many currently representing the original MDAA's.
    After a rigorous screening process, the Council narrowed its choice to two
agencies with excellent track records and credentials: GZ (Grey/Zimmerman) and
Deutch.  Both were invited to "pitch" the Council for Mitsubishi Motors' MDAA
business, and both made very favorable impressions.  With very strong input
from the dealers who participate in the Council, a final decision was reached
to authorize both agencies to make presentations to each MDAA, where final
decisions will be made that fit the specific needs of each metro market.
    "We are very pleased that our new teamwork approach to making key business
decisions worked so effectively," said Nash.  "This is the first concrete
example of how we can work in close cooperation with our dealer body to reach
the best decision for everyone involved.  The bottom line is that we'll have a
more effective way of reaching customers through local ads that support the
brand image embodied in our national advertising," concluded Nash.
    Joe Mitchell, president of the Chicago MDAA and dealer principal of
Biggers Mitsubishi in Elgin, Ill., participated in the new decision making
process and appreciated the final outcome.  "Working by consensus is an
incredible, though exhaustive, process," said Mitchell.  "I'm elated we were
able to come to terms through a group decision.  And though each agency brings
its own unique style to the table, we all believe that either agency will do a
great job for any association that selects them."
    Mitsubishi Motor Sales of America, Inc. was established in 1982 by
Mitsubishi Motors Corporation, Tokyo, and markets a full line of vehicles,
including coupes, convertibles, sedans and sport utility vehicles.

SOURCE  Mitsubishi Motor Sales of America, Inc.