$40m Mitsubishi media account pitching in Adelaide
One of the largest accounts in South Australia, Mitsubishi is in the midst of a lengthy media pitch process, Mumbrella can reveal.
The account, believed to be worth between $40-50 million, is currently held by GroupM’s Wavemaker, with the relationship between the pair spanning more than three decades.
Millions on the line in Adelaide
It is understood Wavemaker is looking to defend the account, with Dentsu’s Carat and Mediabrands’ UM both looking to pry away one of the market’s most valuable assets.
Mitsubishi Motors Australia Limited’s general manager for marketing and corporate affairs, Sam Wight confirmed to Mumbrella: “As part of Mitsubishi Motors Australia Limited’s corporate governance protocols, we are required to go out to tender periodically on our supplier contracts.”
“We delayed the tender for our Australian media buying due to the COVID-19 pandemic and have recently resumed the process as a closed tender.”
The Japanese auto brand invited the agencies to pitch in October, Mumbrella understands. It was last retained by MEC in 2016, shortly before the agency merged with Maxus to form Wavemaker.
The account adds to a frenzy of pitches currently ongoing in the Australia market, setting Australia’s media agencies up for a busy 2023.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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