BSSP wins Mitsubishi after resigning Mini

BSSP has been named agency of record for Mitsubishi

BSSP is back in the auto game.

After resigning longtime client Mini earlier this year due to the BMW brand’s cost-cutting and procurement-mandated reviews, the Sausalito, California-based agency has been named agency of record for Mitsubishi. The account was previously handled by 180LA.

The independent shop, which won the business after an agency review, will be tasked with helping drive Mitsubishi’s creative process and develop a consistent stream of integrated, strategic marketing and campaigns designed to differentiate the brand others.

“BSSP is a proven market disrupter and fits with Mitsubishi’s plans to challenge the industry status quo. They have strategic expertise in the industry that we feel will help us build on the momentum we’ve established the past couple of years,” said Francine Harsini, senior director-marketing at Mitsubishi Motors North America, in a statement. “Throughout the review process, BSSP demonstrated great knowledge, creative vision and a deep passion for our brand. We will look to BSSP to develop creative work that will resonate with our consumers and help us stand apart in the marketplace.”

John Butler, partner and chief creative officer at BSSP, added: “At every step of the pitch process we felt like we clicked—great collaboration, and the chemistry was quite good. Mitsubishi makes a great product with tremendous potential. Our team is thrilled to put our deep experience in automotive to work for them.”

BSSP, whose other clients include Nature Made, PowerBar and Allergan, recently hired David Eastman as chief operating officer.

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