CYPRESS, CA: Mitsubishi Motors North America (MMNA) hired RWB to serve as its AOR.
“RWB has a firm grasp of the automotive industry and can immediately apply their knowledge and experience to help us communicate our brand's strengths and messages,” Dan Kuhnert, Mitsubishi EVP of sales and marketing, said in a statement.
RWB was hired for a three-year contract AOR contract beginning June 1, and will oversee all PR initiatives, in addition to assisting corporate comms, said Barry Toepke, RWB director of global communications.
Earlier this year, prior to the AOR win, RWB helped Mitsubishi plan the launch of its electric car, the MiEV, at the NY International Auto Show, Toepke added.
“Mitsubishi still has a small footprint in North America,” he said. “We won't let the noise we made in New York go away.'
MMNA's prior AOR, Ruder Finn, will continue to work beside its successor until the full transition takes place in September.
“We were originally brought on board for consumer lifestyle outreach, and now [MMNA] wants to focus on new automotive trade, which was never our area of expertise,” said Howard Solomon, MD for Ruder Finn West. “[There's been] a philosophical difference.”