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Mitsubishi Motors picks first global digital agency

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Mitsubishi Motors Corporation has appointed experience design agency Critical Mass for global digital duties, marking its first global agency appointment for digital work.The agency will be responsible for developing a new digital ecosystem for Mitsubishi Motors' customer base worldwide. It will also deliver an analytics-driven digital platform for the company, from brand immersion and creative innovation, to transparent corporate governance and enhanced site operations.The account will be led from Critical Mass' London office and work is set to launch this Fall. Critical Mass is part of the DAS Group of Companies, a division of Omnicom Group. Marketing has reached out to Mitsubishi Motors and Critical Mass for additional details.The appointment follow's the automotive company new brand strategy launch last year with its new global tagline "Drive Your Ambition", which strives to differentiate Mitsubishi Motors as a customer-centric force in global mobility. The company is also intends to maximise its strengths in key growth markets where its brand has strong potential, the press statement read.Guillaume Cartier, corporate vice president of global marketing and sales division, said that Mitsubishi Motors will be able to elevate its digital products and services with customers to showcase its "inspirational, design-forward" line up of automotive vehicles, by leveraging Critical Mass' dedication to customer-centricity and deep automotive experience."The unique thing about this new partnership is our shared understanding that Mitsubishi is in the midst of a generational shift – and their customers need to become a bigger part of that story," Andrea Lennon, senior vice president and managing director at Critical Mass, said.

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