Mitsubishi Motor Sales of Canada has put its agency assignment up for grabs, issuing a request for information to select agencies yesterday.
Peter Renz, director, national marketing, Mitsubishi Motor Sales of Canada, said the review is in keeping with corporate policies that requires the Japanese car manufacturer conduct an agency review every three-five years.
While Mitsubishi has already approached some agencies, Renz said he is open to hearing from others. The RFI includes a questionnaire and a “scope of potential work.”
Mitsubishi plans to have a shortlist of contenders by the end of the month, with the RFP taking place shortly thereafter. Renz said incumbent BBDO Canada would participate in the review.
A statement from the incumbent agency called its relationship “strong. BBDO Toronto has agreed to retain the business and has proceeded to the next round of evaluations.”
Mitsubishi recently replaced Proximity (BBDO’s digital arm) with Trapeze as its digital agency following a review. In December, Trapeze unveiled an overhauled Mitsubishi-Motors.ca.
OMD will retain its five-year-old media AOR relationship with the automaker. Renz said the same corporate policy doesn’t apply to media agencies.
