Butler, Shine, Stern & Partners | Agency Profile, Contacts, AOR, Client Relationships

• Ito joined the company in October 2021 and was most recently its marketing director.
• She now handles all marketing and advertising activities and strategies for Mitsubishi.
• These include TV, digital, social, print, OOH, and interactive platforms such as digital retailing, CRM, and retail marketing programs with Mitsubishi's 330 US dealer partners.
• Ito will now also lead customer experience.
• Mitsubishi is focused on innovative digital sales and marketing tools.
• The company will likely:
  • Continue revving up its digital spend
  • Shift strategy
  • Conduct agency reviews
• Target demographic: 
  • Gen-Z and millennial men

Additional recent leadership shifts:

• It's also been less than a year since Mitsubishi appointed retail marketing manager Miroslav Nikolich in July 2022.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Mitsubishi has allocated roughly $38k toward national TV commercials YTD, a huge decrease from the roughly $2.4m allocated by this point last year.
  • Last year: In 2022, the company allocated around $2.5m toward this channel, more than double when it allocated around $1.3m in 2021.
  • 2023 ad programming: Mitsubishi's 2023 commercials have targeted male sports enthusiasts watching shows such as NHL Hockey, NBA Basketball, the IMSA Weathertech Sportscar Championship, the HEAT Live! Pregame, and MLB Baseball.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, the company has spent approximately $2.4m on digital ads, over triple the approximately $8m spent within the same 2022 timeframe.
  • YTD data: YTD, Mitsubishi has earned ~398.7m digital impressions via Facebook (44%), YouTube (22%), desktop display (16%), Instagram (10%), and mobile display (9%) ads.
  • Last year: The company's estimated full-year 2022 spend reached $12.4m, % less than that of $14.6m in 2021.
• Additional channel insights  
  • The automaker utilizes digital, Google Ads, Facebook, Instagram, and online video (via Youtube Android, Youtube IOS, and Youtube.com) ads.
  • Mitsubishi invests in short-form DRTV ads.
    • It has very highly concentrated network TV coverage and will not likely launch a new campaign soon.

Additional agency insights: