Leo Burnett takes Mitsubishi Taiwan brief

The transfer is effective 1 January, and marks the completion of a gradual transfer of the business from Asatsu-DK Taiwan that began with a 2006 pitch for Colt Plus.

The incumbent agency Asatsu-DK had the Mitsubishi account for at least a decade. Mitsubishi Motors was its largest account. The agency’s managing director Chen Lin-lin declined to comment.

Mitsubishi Motors shifted the account in several steps, first giving Burnett the Colt Plus business after a pitch in 2006, followed by Savrin in 2007 and Outlander this year without contest.

“In October, we attended a pitch for Mitsubishi’s annual year-end account, which is very small but includes the whole series of cars, to demonstrate our ambition,” said Leo Burnett managing director Margaret Huang.

An outcome of that move is that the remainder of the account, including the Fortis, Pejero and Grounder, have subsequently been awarded to Burnett.