LOS ANGELES: Mitsubishi Electric US Group Holdings has named Bender/Helper Impact (BHI) its AOR.
The one-year contract is valued in the six-figures, said Cayce Blanchard, VP of corporate communications for Mitsubishi Electric & Electronics USA.
Principal Dean Bender said the account win was based in part on an introduction to Blanchard from a "mutual colleague" and partially on project work completed last year.
Blanchard said the agency would focus primarily on the company's consumer electronics division, although MEUS Group Holdings encompasses about a dozen companies that make everything from semi-conductors to elevators and escalators.
"We're primarily known for our televisions," she said. But added that BHI "will help us out in the other groups where it makes sense."
Blanchard said BHI was chosen because its entertainment focus was a good fit with the television business, and "they aren't so big, and they aren't so small."
Bender added that the goal of PR efforts would be "to really boast the awareness of what they're doing in the digital electronics area, primarily their plasma and Diamond Vision divisions."
One of the first projects will be the unveiling of a giant TV screen at the Atlanta Braves home stadium, Turner Field, next month.
The agency assisted with a similar project late last year, when Mitsubishi placed a giant-screen television in Times Square for MTV.
BHI will also assist when Mitsubishi unveils its new product line to media and dealers in Orlando in May.
Bender also said that the agency would be blending Mitsubishi products into existing programs with other clients. For example, the agency has a number of video-game clients, and when BHI does demonstrations of new games for editors and writers, the agency will use Mitsubishi televisions.