Mitsubishi Electric appoints new creative agency of record

B Corp agency Paper Moose has been named the creative agency of record for Mitsubishi Electric, following a competitive pitch process.

The new appointment represents the brand’s strategic shift in creative direction, which aims to drive long-term growth.

Head of client success at Paper Moose, Brad Bennett, said Mitsubishi Electric fascinated the agency from the get-go.

“They create technologies that touch so many aspects of Australian life and their positive contribution to society is rad,” he said.

Jessica Millard, marketing and communications director at Mitsubishi Electric said: “Paper Moose’s out-of-the-box thinking really impressed us, in terms of both their creative and strategic ambitions for our brand.

“They will play a key role in strengthening the Mitsubishi Electric brand and driving sales in the years to come.”

The agency repositioned in 2021 to the ‘Change Makers’, and has been steadily bolstering its roster of clients as part of its renewed approach to creativity. Mitsubishi Electric joins Paper Moose’s growing client roster, including Young Henrys, Pukka, Felix Mobile and Australian Ethical.

The new account wins comes shortly after the agency announced the launch of The Mucky Middle podcast, which discusses the delicate dance between commercial success and brand purpose. Hosted by Nick Hunter, founder of the agency, the first episode of the podcast features Young Henrys’ Oscar McMahon.


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