Mitsubishi Motors puts creative account up for pitch

Mitsubishi Motors Australia puts creative account up for pitch

The incumbent, Richards Rose, has held the creative account since 2016.

Mitsubishi Motors Australia is pitching its creative account, with creative agencies already invited to tender for the contract. The incumbent is creative agency Richards Rose, which has held the account since 2016.

The Sydney independent Richards Rose was founded by chief executive officer, Digby Richards, and executive creative director, Adam Rose, who departed AJF Partnership to form the agency in 2016. It has since amassed a workforce of over 30, producing work for brands including doozy, Lindt, The University of Adelaide, Great Southern Bank, Colorbond Steel, Lindt, Stan, King Living, and Wild Turkey.

Following the win, Richards Rose first launched work for Mitsubishi Motors in September 2016 promoting the auto brand’s range of SUVs and introducing a new platform, Built for the time of your life.


Most recently, last August, the agency launched work for the Mitsubishi Outlander Plug-in Hybrid EV featuring Australia’s beloved (and accident-prone) adventurer, Russell Coight – a character played by comedian Glenn Robbins.

The integrated campaign, which was produced in collaboration with Working Dog Productions, featured Coight trying his best to warn that the rugged Australian outback is no place for city slickers in fancy EVs.


Last April, Mitsubishi Motors Australia put its media account, said to be worth between $40 and $50 million, up for pitch. It was ultimately retained by the incumbent, GroupM’s Wavemaker.

That July, Mitsubishi’s spin-off electrical machinery manufacturing business, Mitsubishi Electric, appointed Paper Moose as its creative agency of record following a competitive pitch.

The agency launched a new brand platform for Mitsubishi Electric that November, A Life More Electric, in an effort to unite its consumer and commercial product lines in Australia and helping separate the brand from competitors.

Last month, Porsche Cars Australia announced it was also putting its creative account up for pitch, with DDB Melbourne the incumbent. DDB Melbourne first won the account in 2015 in a pitch supported by Trinity P3.

Mediaweek has reached out to Mitsubishi Motors Australia and Richards Rose for comment.

See also:
Paper Moose appointed as agency of record for Mitsubishi Electric
Paper Moose launches its first campaign for Mitsubishi Electric
Porsche Cars Australia’s creative account up for pitch

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