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Deutsch, Inc. Wins East and West Metro Market Search to Service Mitsubishi Motors' Regional Dealer Ad Associations

16 January 1998

Deutsch, Inc. Wins East and West Metro Market Search to Service Mitsubishi Motors' Regional Dealer Ad Associations

    CYPRESS, Calif., Jan. 15 -- Mitsubishi Motor Sales of
America, Inc., (MMSA) today announced that Deutsch, Inc., based in New York
and Santa Monica, Calif., was awarded the west coast market regional retail
advertising business for the company's dealer advertising association that
represents its San Francisco, San Diego, Seattle, Portland, Los Angeles and
Las Vegas markets.  The Western Region Metro Market MDAA (Mitsubishi Dealer
Advertising Association) is the second major market of MMSA's 40 MDAA's to
have chosen Deutsch, in an independent decision that will result in supporting
the brand image embodied in MMSA's national advertising efforts.
     The western region decision follows last week's announcement that Deutsch
was also awarded the New York Metro Market MDAA business.  "This latest
decision signifies a willingness among our dealers to maintain a strategic
link to Mitsubishi Motors' national advertising that will build brand
awareness and traffic in our dealerships at the same time," said Mike Nash,
vice president of retail strategies and dealer support for MMSA.
    Nash noted that the recent MDAA decisions were based on a collaborative
decision making process which has been adopted throughout the entire company,
designed to include its retail partners in key decisions.
    To create a fundamental "change process" within Mitsubishi Motors, Nash
indicated that eight task forces which represent corporate headquarters, field
operations and Mitsubishi Motors dealerships, have been put in place to tackle
a variety of issues that will change how Mitsubishi Motors Sales of America
operates as a company within the United States.
    "The selection of one advertising agency to replace the many currently
representing our numerous MDAA's is the first step toward promoting a more
consistent brand image nationwide while meeting specific needs within each
metro market," said Nash.  Each of MMSA's 40 MDAA groups has been charged to
independently choose one of two advertising agencies (Deutsch and GZ -
Grey/Zimmerman) following individual presentations within each market.
      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.